Written By Rick Siegel.

LOS ANGELES — There’s a drycleaner in my neighborhood that brags that, “The only greener way to care for your clothes is to use a rock and a stream.”

That drycleaner has no solar panels, uses fluorescent lighting (which remains lit 24 hours a day, though the business is closed for 10 of those hours), has no reusable or even bio-degradable packaging, and is in fact a perc cleaner. Why does the business advertise itself as green? “Because consumers like green.”

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