"Office's" Dwight as "Recyclops"? Gimme a break

... WHY DOES IT HAVE TO BE A FREAKING THEME???

Why can't Dwight from "The Office" always recycle? Does "The Biggest Loser" always recommend buying organic? And I'm pretty sure that "Heroes" have better things to do than recycle.

It's kind of like my issue with Earth Day/Week/Month: After that "green" period of time, won't most people just go back to what they were doing before? That is, if they even noticed what was going on?

Cynicism? Yes, it's true. But I know how I think and react to this type of in-your-face-all-the-time type of marketing.

Even NBC's "Green is Universal" Web site is full-on. It's full of pledges by viewers to take green action, a schedule of their programming, tips and even a blog.

One of the posts is especially funny to me: NBC is turning their paper trash into recycled-paper CD and DVD cases to keep all those plastic jewel cases from ending up in landfills. Ironically enough, at RedEye we get lots of promotional stuff from their many channels--and the majority is not in the least bit eco-friendly. You should see the packaging they come up with to promote new shows. It borders on outrageous. Wait, no, it is outrageous. They brand random items that somehow relate to shows--random items that have no purpose after they get here. I can't wait to see if that changes ...

But I digress. My point is: A brand as big as NBC making such a widespread statement is exactly what the green movement needs--just on a more regular, consistent basis.