Businesses know that "organic" sells products. Why? Because that is what the consumer wants! To deceive the consumer into thinking they are buying a product that is somehow more natural or ecologically sound than the competition is downright wrong. There is no moral ambiguity about it, it's just common sense. They are selling a lie and should be held accountable. Many "organic" non-food items sell at a higher price because it is more expensive to use organic certified ingredients. Organic consumers know this and it is important enough to many of them that they are willing to pay a higher price. However, businesses have taken advantage of this and market largely synthetic "junk" for marked up "organic" prices. As a consumer I want assurance that when I make the decision to go organic that I am actually supporting the organic movement and not lining the pockets of some unscrupulous company pulling the wool over my eyes.