I remember attending a talk where the conclusion was that you should never market a product as "green" or "eco-friendly". The reason being that if that's your v

I remember attending a talk where the conclusion was that you should never market a product as "green" or "eco-friendly". The reason being that if that's your value proposition then you are now limiting your product to people who care about "green" and "eco-friendly". It's better to market a product that is really good but happens to be eco-friendly. The same seems to be pretty much true of "federation".