It's also a marketing problem. As long as the product is a commodity, it's a margins game. As soon as you can differentiate it somehow there's room to be more

It's also a marketing problem. As long as the product is a commodity, it's a margins game. As soon as you can differentiate it somehow there's room to be more expensive and still sell the product. Just as an example that might be incredibly terrible for other reasons, I can imagine Ikea selling, say, furniture with plastics made from this particular ethylene source. They might explicitly mark it up somehow saying "this chair directly offsets a week's worth of car driving", or whatever, and done right, with the right choice architecture, people might be willing to pay considerably more for it than stock. I am, as you can probably tell, no marketer. But part of the answer has to be to get it out of the commodity bucket.