Then why isn't everyone doing it? And if it does become all about 'the money' then that's great, whatever gets large companies on-board with being as environmentally responsible as possible can only be a good thing..
The faster it becomes a no-brainer decision the better.
Who knows, may be they cannot afford it !?
I just think it's dust in eyes :) in 2011 was least green because of it's coal usage and now it's pure 100%...