Sometimes you hold the people you respect to a higher standard than others, and that's certainly true of me in this case.

I think what they do is great, but I would take their campaigns, and especially all the Yvon stories, with a pinch of salt.

Tonuge in cheek, I'll share a story of my own - to launch a new Patagonia store in a Europe, they had bespoke furniture commissioned from recycled wood (probably using no solvents etc etc). Great! Except that it was made by in California, covered in bubble wrap and sent thousands of miles by land and sea.