As you report, an increasing number of businesses see profits in greenery (“Why Firms Go Green,” November 12, 2011). It is enough to browse through your mighty newspaper to see a growing number of advertisements by businesses purporting to have gone green. But it is hard to agree with your rendering of the reasons for this trend, such as innovation and investment in new technology. Two things have happened since the flop of the United Nations climate summit in Copenhagen. On the demand side, climate change has become palpable enough for people to stop doubting it. Therefore, they have gone green as consumers. On the supply side, businesses have realized that greenery does not require much more than a few clever tricks, including abundant advertising, for it is nigh impossible to prove or disprove the green credentials of their products. Therefore, they are providing greenery at a clip. The effect of all this on climate change is impossible to gauge, but it is likely to be negligible one way or the other. And this is how things will stay, for science has failed to inform both the consumers and producers on the effects of their actions. This is left to climate change itself.