2. Even as the public has become disillusioned with large corporations, government and other American institutions, the environmental movement has remained widely popular. The widespread use of environmentally friendly names is industry's grudging tribute to the environmental movement.
3. No one wants to dance with the devil, so they try to come up with a name that's not too devilish. As the country's becoming more and more environmentally sensitive, it's more difficult to be burdened with a name that speaks the truth about your intentions.
4. Although such groups assert that environmental regulations are overly burdensome and unnecessary, they recognize the value of an environmentally friendly name.
5. People sometimes create groups that try to fudge a little bit about what their goals are. They want to create a patina of good guy-ness. It goes along for a certain amount of time and the press eventually picks it up.