>What makes it hard to believe that an educated collection of people who make decisions at a large technology company sincerely care about doing something good about it?

I have incredibly cynical views on corporations due to their strong incentives to put the bottom line before everything else. They have a legal obligation to shareholders who tend to either be sociopathic or low-information enough to not care about anything about the bottom line.

That all being said I do believe that do-gooders do try to push initiatives like this for ethical reasons and try to sell them to shareholders as helping the bottom line. Certainly IT will only come under more and more scrutiny in terms of its climate impact anyways.