Outgreen

P&G is steering clear of exaggerated claims. Indeed, it has campaigned against "biodegradable" products, many of which don't break down in landfills. "We're not trying to outgreen everyone with advertising slogans," says Viney.

It was a lovely moment, a developer outgreening environmentalists by nobly espousing the largest real estate project in history, and it illustrated why Mars is a no-lose proposition for libertarians.

In 2005, David Yassky, a New York City Council member, sat down with one of his supporters, a technology entrepreneur, to brainstorm about how New York could make itself more livable, and outgreen competing cities, by making New York’s taxi fleet less toxic.