Stung by criticism surrounding Dell’s historical low rating when it comes to environmental practices, it appears that founder Michael Dell wants to prove that Dell not only can revolutionize the computer industry (been there, done that), but can also out-credential any other computer company when it comes to going green. Dell is now the only computer maker to offer consumers free recycling, whether or not they are buying a new Dell product. In 2007, Dell announced a program to aggressively cut energy use, increase recycled paper usage in marketing publications and even launch an initiative called “Plant a Tree for Me,” where new customers offset their greenhouse gas emissions- an idea that earned praise from activist group ForestEthics (see #60). If nothing else, you have to admit that when Michael Dell (who obviously has a hell of a competitive streak) decides to do something, he goes all out.