Green to Gold - "Why environmental initiatives fail"

In the segment entitled, “Why environmental initiatives fail”, it appears as though it is a multi-faceted problem; from the consumer all the way to the upper echelons of corporations.  Most notably mentioned; the River Rouge Ford facility.   While building a “Green Factory” is certainly a commendable achievement, it is simultaneously important to consider the whole picture when aspiring to be “Green”.   Ford failed to transition gas guzzling vehicles into the mix of “Green-Thinking”.   While the article did not state what the financial repercussions were to Ford, I can only imagine that it may have doubled or even as much as tripled their cost to redesign equipment to assemble new more environmentally sound vehicles.  Perhaps they should have invested in an environmental consultant at the very beginning.  

(A career for someone in the class maybe? J).