Rob Horning expands upon Megan's argument about morality being a luxury good:

For most consumers, the sleek design and the product’s environmental perks are of the same ilkdistinctive qualities that mark the consumer who uses such a product as being of a better class. Environmentalism is not a ethos but a design quirk. This may be the only way to corral individuals into acting on a problem that is far too large for any one person’s actions to affectto ignore outcomes and sell it on style.