The Treehugger blog takes a chainsaw to the piece with my name on it in April's Wired 40 issue. The Wired article highlights the green aspects of 4 companies on the Wired 40 list- SunPower, Exelon, Toyota, and Monsanto. The Treehugger piece focuses on some far-from-green sentiments in the descriptions of those companies on the list (not in the article) . Treehugger has a point there - the green filter was clearly turned off during the editing of those company descriptions.
A bit of transparency (or just clarification) is useful here: the list came first, and the attending "Trends" articles came second. The overriding criterion for inclusion and rank on the Wired 40 list is innovation. And yes, it is possible to be innovative in areas where green-ness isn't the #1 objective. The companies in the "Green Power" piece aren't there because they are the 4 greenest companies in the world. They're there because they're the 4 greenest companies on Wired's list of the 40 most innovative companies. Big difference.
Another very solid point raised by the Green Brigade: where the heck is Exelon going to put those spent nuclear fuel rods?
