Do you think "going green" is just a fad?

Do you think this so-called “green revolution” that is happening, at least in the US, is just a fad? Or do people actually care about the amount of waste they are making and the chemicals they are putting into their bodies and where their clothes are made?

Or has it just been made to look cool by the media and therefore, like sheep, people are flocking the Whole Foods in their Priuses to buy their groceries with their reusable bags.

Opinions?

Note: I’m all for environmental-awareness, but I’m just skeptical of all these people suddenly caring. That’s all.