These sort of 'green' gimmicks really annoy me. I'm a strong supporter of being environmentally conscious and taking actions to minimize our environmental footprint. However I am a bigger supporter of the idea that if you are going to take an action, make it really count and for it to be long lasting.

Virtually no-one is going to download a unique .wwf file viewer (and most office environments where pdf usage would be rife are probably locked down anyway). So straight away it fails. Greenies will often say that this sort of campaign builds 'awareness', and that it's not really about results - which is exactly what annoys me - we seldom need more awareness about issues, what we need is real practical ways to make a difference.

Instead of 'creating' a .wwf format, why not base their campaign around educating people how to turn on the built-in 'disable print' capability that is part of the standard pdf format?!? They achieve their 'gimmick' around paper conservation, but also actually give people the knowledge on how to actually make an ongoing 'difference' since pdfs will be around for a long time, unique .wwf viewers won't.