GE has gone way beyond "ecomagination" all the way to "ecofantasy."

Of course, there are still those retro companies who talk the sustainability talke, but don't walk the walk. Nabil Nasr, Director of the Rochester Institute of Technology's Center for Integrated Manufacturing Studies warns of "greenwashing" by companies who more time and money giving lip service to its environmental goals than actually accomplishing them. Nasr didn't mention any names, but "but noted that some of the major corporations that advertise their environmental consciences with flashy TV spots may actually be masking environmental sins."