Steve Loken (Loken, 2002b), the founder of the CRBT, articulates one of the practical dilemmas of the directory projects in his introduction to the CRBT guidebook: The Guide cannot be all things to all people. The mainstream building industry sometimes criticizes it for being too radical. Meanwhile some environmental groups lambaste it for including specific resource efficient products made by companies with general reputations for environmental degradation. The decisions made by Loken and his colleagues depended very much on their subjective judgement about what would be in the best long-term interests of green building. Promoting innovative products made by otherwise not-so-green companies might either be a means of encouraging incremental transformation of corporate production or simply reinforcing a small niche market that the corporation might use to greenwash its public image. Even the most radical green initiatives must make judgment calls that guarantee no certain outcome. And this will be increasingly the case as the green building movement grows and incorporates the involvement of mainstream producers and professionals.