In an atmosphere where many consumers are ready to lay out hefty sums for products they consider green, companies are playing up every aspect of their product that is healthy for the environment. This is not something that is just happening at Greenbuild, but at all major trade shows, in advertising, on Web sites, and so on. In so doing, some manufacturers are taking their claims too far and, intentionally or not, misleading buyers. It's what Greenpeace defines as "greenwashing": the act of misleading consumers regarding the environmental practices of a company or the environmental benefits of a product or service. The practice could lead to problems for building professionals who find customers more cynical about green products—and who face the risk of becoming misled themselves. For more information, follow this link.