Is Good Housekeeping's Green Seal the color of money?

We've ruined the word green by allowing green lipstick to be applied some of our worst ecology pigs. That's why I wonder at Good Housekeeping Magazine's decision to start giving out a Green Seal of Approval now. Will it mean anything? And according to Slate Magazine's Paul Smalera, based on past practice as revealed by the New York Times, the magazine will likely require any company receiving the seal to buy ads, which calls the objectivity of the award into question.

The magazine has hired Brown & Wilmanns Environmental, a California firm that consults on eco-business, to establish criteria for the program. However, these criteria have not been made public, although Rosemary Ellis, Editor-in-chief, wrote in the April issue that "We've spent more than a year developing standards and evaluation methodology, customizing criteria for products ranging from moisturizers to MP3 players."