The vibe this stuff gives off to me is the "environmentally friendly" materials racket wherein some jerks lobby for some public/private rule/requirement change

The vibe this stuff gives off to me is the "environmentally friendly" materials racket wherein some jerks lobby for some public/private rule/requirement change that's favorable to some product on the basis of the environment and that product is only marginally better for the environment (usually because it takes a recycled thing as one of its inputs) while being substantially more expensive/less performant per dollar. But the people pushing for the change don't care because are or are paid by the people who make the new thing that wouldn't have seen serious adoption without the change favorable to it.