who will be the green referees?

the dozen blog has a great post on Brita and Fiji water options' fight over who's the most green.

read it here. i don't know if this is a relevant argument, but for me the relevance lies within the possibility that brand competition now will be including "who's the most green." i think it's easy to see that a reusable filtration system - when paired with a reusable bottle - is much greener than a disposable bottle shipped miles and miles.

more of a moral of this story might be what do you, as a consumer, view as the line you'll cross or the greenness you'll expect from your favorite brands. are you your own green referee? do you rely on companies to tell you they are greener?