Green Storage

I saw a trade show exhibit touting "Green Storage". Turns out the storage array manufacturer had a scheme for selectively powering down individual disks as appropriate to the application.

Energy-saving technologies are good and, in one sense, are inherently green. But the web site of the company in question did not present an overall sustainability strategy for its products or operations. Nor does this company appear to be a participant in the SNIA Green Storage Initiative.

When marketing "green", where is the line between commitment and hype?