I like the idea and I'm sure it's going to do oodles of help for the environment. As a consumer, however, I can't say either way without a price. I know you said that the company was willing to lose money over this, but is the consumer going to pay the same price, or more?

I love doing what I can to reduce my own footprint by doing simple things like using re-usable container, not eating at fast food restaurants, and keeping my thermostat lower in the winter, but these things cost nothing, or are actually saving me money. I don't have a problem choosing between two things where one is eco-friendly and the other isn't if they have a comparable price, but how much do you feel people will pay in addition to lower their footprint if it makes it harder on them?

I noodled for prices online, but I can't find anything about it. The closest I got was a user commenting about their concerns about the product not being affected by quality or price. I'm hoping it won't. I feel that if you can make a difference without changing the customer's experience, you will undoubtedly hit a home run.