Funny right?! You know itâ€™s true. I saw this happening with â€œorganicâ€ foods early on. Still happens. Words like â€œorganicâ€ and â€œgreenâ€ have several meanings, depending on the person using the word. When organic food providers first came on the scene, it seemed to me that they were the ones truly converted to the concept and necessity of eating organic. Letâ€™s just say they were the hard-core of organic food supporters. The extremists. Soon other people realized that the word â€œorganic,â€ when affixed to products, had the power to command a price premium. So what happened? Everyone else capitalized big time! With various "organic" levels, sometimes, it's hard to figure out what's really organic and what's met the organic standard. Green building will be similar in all likelihood. Be careful not to get caught up in standards because the product is what's important.