..what's wrong w/ the "business world". Informed consumers who have any kind of ethical or moral principles that they hold to will educate themselves and try to buy products while holding to those principles. While a majority of the consumers out there turn a blind eye. Some of us (without much luck apparently) try to wake that majority up with sharing some unbias, factual information every now and then.
Emotion has little to do w/ it (at least in this case from what I can tell).