Assuming we're all gonna' buy stuff anyway... the folks at UTNE Reader …

Assuming we're all gonna' buy stuff anyway... the folks at UTNE Reader have teamed up with Moment Marketing to create EarthMoment.com. The online shopping site sells stuff from standard retailers (Apple, Barnes and Noble, Circuit City, Macy%u2019s, Sharper Image, etc) at what appears to be MSRV. They then donates half of their commission-based revenues to Carbonfund.org, a nonprofit organization supporting projects that reduce carbon dioxide emissions. It seems like a relatively good idea... though I'd prefer to see them work out an integration model with existing shopping portals. By building their own, they're going to have to get the word out it exists for it to succeed. If you end up using it (or something similar), I'd be interested in your thoughts.