what i hate about advertising

A new pro-environment magazine called "Plenty" is coming out this month, I just found out. I got their promotional email in which they describe their philosophy. On advertising, they say:

More and more Fortune 500 companies, such as Shell, Eddie Bauer, General Mills and BP, are positioning themselves as eco-friendly companies. PLENTY provides them with an outlet to achieve dual goals—to reach like-minded consumers while building an image of caring about the world we live in.

No mention here of making sure the companies deserve the image they might get by advertising in a magazine like this. It makes me wonder who these people are: are they really green, or do they see it more as a growing niche to tap into? This article on the magazine makes it sound like they're mostly out for a buck.