Going green cost so much because you are not only trying to make up for what everyone is presently doing to the environment, but what they have done in the past. You see, when we pay for products, the effect on the environment is not reflected in that cost, because most of us humans do not care what it costs the earth to make our products. It's not like the earth sends us a bill each month saying "Yeah, this is what you did to me this month to make your soda cans and automobiles, so here's an invoice to fix it, k thanks bye." No, we just continually consume the earth and pollute it as long as we get what we want. So, if you want to try and make a difference, you just aren't fixing the problem now, but you are making up for what has happened. All of these "echo friendly products" actually cost what all other products would cost if all manufacturers in the world would take into consideration the cost on the environment. Are you asleep yet?