Drop them a line to ask them what the philosophy behind their ad is – is it either
a) A genuine, but misled, concern for the environment, or
b) A cynical marketing crock of BS aimed at extracting punters money.
It would also be quite fun to ask them why they don't sell CO2 cartridges, and how they establish the environmental credentials of the products they do sell???
FWIW, I guess that they truly do revere the environment, but maybe just skipped a few of the details in their marketing hype…
This isn't limited to the US either – a UK bike shop was considering using eco servicing credentials to charge a premium for bike servicing that used eco-friendly products