Discovery is launching a new cable network called "Planet Green" that will offer round-the-clock "green" programming. The standard assumption is that his network signals a further mainstreaming of environmentalism, and therefore will somehow be good for the environment. This assumption is incorrect. Rather, it signals that environmentalism—a brand of activism that actually means something—has been transformed into "green," a vague lifestyle term that means nothing. What revolutionary do-good messengers will Planet Green bring to the public? General Motors, Tommy Lee, and "earth-conscious celebrities":