Today’s must-read comes from our very own Amanda Griscom Little, in Vanity Fair: "G.E.’s Green Gamble" is an in-depth look at the roots, impact, and larger meaning of GE’s ecomagination campaign. It’s the best, fairest piece I’ve read on a subject that tends to receive excess hype from the business press and excess scorn from environmentalists.

One thing that comes across clearly: this is purely a business move on the part of CEO Jeffrey Immelt. It’s a gamble, but it’s a business gamble, not an altruistic gamble. If he succeeds, it will show pretty conclusively that green and green are, as he claims, aligned.