The fad du jour (and I defy you to find a non-du jour day) is something that sounds like an absolute win-win. It has all the correct buzzwords—green, sustainable, environmentally friendly, endocrine disruptors, bioaccumulation. And many more. Today it's buildings.
This is exactly what we at ACSH deal with every day in different forms. There is more than a passing similarity to the very successful promotion of organic foods, dietary supplements, and "chemical-free" (fill in the bank). This is because certain industries and trade groups take full advantage of the usual (but nonetheless effective) scare tactics and slight of hand to scare people into buying their products because of cleverly staged, feel-good, anti-scientific dogma.