Even in the Croatian capital, which is but a blip on the periphery of the civilized world, many an enterprise now carries the “eco” prefix. Everything is turning ecological and environmental nowadays. Since a couple of years ago, there is a line of eco-taxis in the city. Many products carry the prefix proudly by now. Thus I was not surprised to see the opening of a dry-cleaning store in the center of Zagreb called something like eco-laundry. There were colorful balloons all around the store’s entrance, and a couple of women in colorful outfits were distributing leaflets to the passers by. As luck would have it, I passed by the store a few of times. And I heard people chuckling at the “eco” prefix each and every time. Eco, schmeco. Even on the periphery of the civilized world, the prefix is becoming nigh ridiculous. I only wonder when it will become so annoying to all and sundry that it will be dropped altogether. For even the hoi polloi understand by now that everything ecological or environmental is for the birds. Nothing but a silly little trick of capitalism gone berserk.