Greenwash?

I've been thinking about this term (of abuse) as I have been doing the rounds of Cheltenham's eco houses and other buildings this weekend. Some of their owners have invited exhibitors to display their wares, and I photographed this "Krushr" device at the house of one of these.

The charming young lady gave us a demonstration: "see how it reduces the size of your cans and cartons," she enthused. The box however takes up as much space as a washing machine, and the cost? "£999 at John Lewis." I think I shall go on jumping on mine.

So, is there some absolute definition of "greenwash" we can agree upon? Or is it entirely dependent on whether one's a deep green or a light green?

At this same venue, one couple rolled up, and asked, "What's all this all about then?" When told it was part of the Eco Open Houses weekend, Mrs. turned on her heel and flounced off, saying "Oh, we don't do eco."