"The truth is, clean energy has about as much sex appeal as a Rainbow Planet catalogue," writes Amanda Griscom on the environmental news site Grist magazine. Case in point: in July, the 155,000-seat Texas Motor Speedway stadium was empty for the Dell and Winston Solar Challenge. Apparently the "historical significance of solar power was lost on the NASCAR and monster-truck crowd that normally flocks to this Fort Worth hotspot," writes Griscom. Amely Greeven, a marketing consultant currently working on campaigns for Nike, Gucci, and Yves Saint Laurent argues that the green revolution needs a makeover. "It needs a marketing strategy that's edgy and of-the-moment, rather than lost in a '70s sensibility."