These types of ventures are always a little tricky for separating the genuine wheat from the greenwashed chaff, and the Times article makes a few mentions of the tradeoffs:

Eco-consultants sometimes make it seem as if every possible change can be and should be adopted. That leaves some of their customers resistant to some of the recommendations. …

After a 90-minute inspection of the apartment, Ms. Gregerman discovered several green-home no-no’s: nine incandescent light bulbs, a cabinet full of chemical-laden cleaning products and seven pieces of electronic equipment sucking power while not in use.

“Don’t take my lava lamp,” Mr. Scamardo pleaded, only half-joking.