This type of stuff is a meme that has been growing steadly the last couple of months. It is interesting the this kind of news coverage doesn't come from the environmentalist main-stream, as it usually does, but actually from a few "rebels". If anything the debate on environmental issues has been rather quiet (from my point of view) lately, and this kind of coverage can only be a good thing; whether you are for or against.
I haven't quite made up my mind about this, but I must admit I'm leaning towards to point of view expressed in this article. It wouldn't be surprising if this ends up being implemented way before the 500-ton enviro-movement has managed to turn around on this topic. If that happens, they'll probably end up completely marginalized.