People lack perspective. Similarly, most people don't have a clue about the relative environmental impacts of the things they do every day. You make the call. The whole notion of green consumerism unwittingly contributes to this lack of perspective. The dirty little secret of green consumerism is that we're not likely to shop our way to environmental health.
Companies making greener products are afraid to speak up.
With good reason. And most companies aren't environmentally pure, so to call attention to one's green goods risks calling attention to one's ecological skeletons. Green benefits aren't always evident. As the Levi's example demonstrates, many environmental initiatives companies take don't show up on product labels. Nonetheless, they're having a significant impact when you consider the energy and resource inputs of aluminum, and the energy savings from trucking lighter-weight cans.