Greenwashing gone wild

I came across the term "greenwashing" and I find it interesting how rampant it has become to label a companies practices as greenwashing.

From wikipedia
"Greenwashing (green whitewash) is the practice of companies disingenuously spinning their products and policies as environmentally friendly, such as by presenting cost cuts as reductions in use of resources.[1] It is a deceptive use of green PR or green marketing. The term green sheen has similarly been used to describe organizations that attempt to show that they are adopting practices beneficial to the environment

Some companies sites even list the top greenwashers out there

There are even watchlists out there to monitor greenwashing activities

Without making light of the matter, it seems all greenwashing accusations focus only on the negative and completely ignore any positive actions that accused company may be under taking while "spinning their policies and products as environmentally friendly". The individuals and organizations who identify and label others as greenwashers play an important role in creating that balance that prevents companies from exploting the green term. But on the other hand, some companies actually do take initiatives to make their products and services more enviromentally friendly despite their pursuit of profits.

I say that a complete green transformation has costs that may not be recognized by the "accusers" and with several things at stake, companies can use the PR that comes with touting the green term as long as they take actions to actually develop green products and policies.

What are your thoughts?