"It feels to me like this is more of a cynical attempt to capitalize on the eco-hippy market rather than any actual concern for the environment"

Is there a functional difference? The company will die or thrive based on the size of the 'eco-hippy' market (well lots of things, but lets keep it simple), motivation isn't really going to change that. I suppose yes from the customer perspective they are buying warm fuzzy save the polar bear feelings, but then the cynical company will tell them what they want to hear anyway.

A bidet for me would involve replacing plaster and floorboards, the payback time would be massive.