That's right! An organization whose mission is to protect birds is collaborating with an industry whose members regularly cut down the occupied habitat of threatened or endangered forest birds! That makes no sense.
The more CEOs educated on the virtues of CSR (and there are many practical bottom line benefits like motivated employees, reduced supply chain costs, and loyal customers), the more they will rationally drink the Kool-Aid.
When Coke buys Odwalla or Pepsi buys Naked Juice, The Man dumbs the product down. It's no longer quite so high-quality, quite so green -- because The Man is about the bottom lines, not triple bottom lines.