I was on Data Center Knowledge this morning reading about Greenpeace putting Apple's new data center in their crosshairs for not being Green enough. Isn't this Facebook all over again? Based on the data I have seen, it sure smells like it.
Can someone please point me to an energy product and a company that Greenpeace actually endorses? This rock throwing and shit stirring is old. I would love to see how many people use iPads at Greenpeace vs. charcoal on birchbark from fallen birch trees to read, write and comment on stories they post online.
It's easy to throw rocks and shir the shit pot, but not so easy to develop, test, market, and put your brand on a product or set of products that people want to use. To hide behind the fact that making things is not your business and provide no solution is another version of a whiny child, not a business. And therein lies the rub - Apple is a business. They have Shareholders - Greenpeace is an activist organization and has supporters. Shareholders use their money to give to a company to increase the value of the shares they own by making something useful. Greenpeace doesn't worry about having a bad quarter. Apple does. Greenpeace's currency is emotion, Apple's is cash.
So while Greenpeace has a vested interest in stirring up shit to create emotionally charged situations (that's how they make more 'currency' and stay relevant) Apple has a responsibility to make more money and if they care to engage in emotionally charged debates, they exchange their currency (money) for Greenpeace's (emotion). Since most people don't pay bills with emotion, it's a slippery slope for Apple to engage in currency speculation in these situations in my opinion.
I hope Apple points this out - that they are a business - not an emotion based activist organization, and have a responsibility to their shareholders. Period. And from what I can tell based on their cash position, they are being very responsible to their shareholders. As for building a data center that isn't green? Until there is a source of energy generation developed (by Greenpeace or someone else) that can produce an equivalent unit of power that burning coal does, or change the regulations in the United States to foster the research and development for said source, go back to your birchbark and charcoal.
And one more thing... How many Apple shareholders rely on Greenpeace for their retirement?