Matt Prescott's great environmental campaign website - banthebulb.org - reported on Friday that The Sun newspaper (Scotland) distributed four million energy saving lightbulbs in a single day. Yes, that Sun newspaper.
Just one month into the job as News International's new boss James Murdoch, son of youknowwho pledged to make the company carbon neutral.
The Guardian's mediaguardian.co.uk has more on the 4-million-bulbs-in-a-day newspaper distribution success story.
Meanwhile many of the companies behind the energy saving lightbulbs are still making the old wasteful type too. Seen in the context of climate change, and in light of all the green advertising from Philips, Osram and GE in particular -- it just stinks.