Greening of Information Technology -- media?

I find it interesting when some of the tech media that I follow have articles about greening IT. Today's alerts for ITBusiness.ca has articles titled "Green IT: Marketing ploy or new tech?" and "The greening of Canada". The first focuses on electricity usage reduction for servers, and the latter on the use of telecommuting and other communications to reduce the footprint caused by transportation. (digital communication replacing transportation)

What I find interesting is that an industry that has not been known to think about efficiency at all has people thinking in these terms. This to me suggests that the idea of going green is becoming pretty mainstream, and we need to ensure that Greens harness this progress!