I gave it a read. It just seems like one more "I had to find an angle to write about this because my contract demands a certain amount of material per week and after allocating minutes of my precious time doing research, this is what I came up with" kinda deals. Any itinerant msgboard commentator wannabe could've punched that out in his spare time. I won't comment the writer's efforts more widely since I haven't familiarized myself with those.
About the issue of Honda's novel approach to livery, personally, I'm divided. In simple marketing terms it might not be a bad idea to copy the "million dollar homepage" in F1 form (do you know about that idea?). Clearly it's not meant to be a perfectly tenable approach in the sense that I suspect the marketing folks (19 entertainment) must've known that a bit of debate makes for an enormous amount of otherwise precious publicity absolutely free. Organisations like "Friends of the Earth" are just as knowledgeable about generating sound bytes that major news organisations are more than happy to parrot, so there's been an unhelpful synergy there.
And by "unhelpful synergy" I mean that as a controversial person (in this case as a tree hugging F1 afecionado
) to me, all said and done has been very depressingly predictable - as the referenced article shows. What I would have liked to see is that people could've looked past the imperfections and not just jump to conclusions about what companies like Honda, when prompted, are really, truly capable of doing. Or how environmentalist organizations could co-operate with businesses without sacrificing independence and integrity. Perhaps the amount of excess CO2 and methane in our athmosphere is inversely proportional to our capability of working together and using our imagination. And I'm trying hard not to sound too altruistic here.
Just shrugging off issues and masking one's unwillingness for thought or action by stating the obvious, like in the article in question, gets us nowhere. For the time being I'm ready to dismiss such efforts as the inevitable waste percentage in striving for a better overall efficiency of thought for a sustainable future (servers and internet switchboards do consume electricity, too, and require maintenance). Just as I'm sure the efficiency of an F1 engine can be improved, hopefully (promptly) achieving a zero carbon emission energy cycle and yielding that technology for everyday use.
Perhaps it could be taken at face value that Honda, in their part, have at least slightly advanced that quest by their latest action.