I have a similar gut reaction to companies using virtuous adjectives in their names. That said, if a company really does value doing things differently, what a

I have a similar gut reaction to companies using virtuous adjectives in their names. That said, if a company really does value doing things differently, what are they supposed to do? Not say so? Try not to make a profit, guaranteeing they won't be able to make a positive impact? I think it's important to not let the deceitful marketing in the world poison the well for any possibility of honest marketing. From what I can tell, Fairphone is working pretty hard to earn the name.