I thought that this might be of interest to the GB community at large, as I see us as a collective trying to find that niche between "Hippey Douchebag" and "Douchebag Douchebag". Of course if you're not careful you risk becoming a "Judgmental Douchebag". Crap, why is it so hard not to be a Douchebag these days?
Later on they mention the differing consumer perceptions of Honda and Toyota Hybrid drivers. I do drive a Honda Civic Hybrid, and in researching the vehicle I found very similar opinions from car reviewers. One commented that the Civic Hybrid didn't "feel as green" as the Prius. To put it less subjectively, the Civic has a very conservative (and practical) representation of the hybrid system. In order to actually appreciate the fuel and carbon savings from the Civic, you have to understand the underlying technology...and in doing so, you also wind up learning that it's not the be all and end all of fuel economy. You actually get better fuel economy from an old Honda Insight (which I believe to be one of the coolest looking cars ever), or a regular ol' Golf Diesel. I do not feel morally superior in my car, because I actually took the time to understand what I am driving. Of course, the reality is that both cars have roughly the same fuel economy and environmental impact.
So what is my point? Well basically, don't think that you can buy your way out of not being a Douchebag and you should be OK. Hybrid vehicles and Organic foods might have a lot of social clout, but would you really stake your Douchebag factor on what a marketing person tells you? I sure wouldn't.
Because if there is one thing that marketing people know nothing about, it's "not being a Douchebag".