Seen at Office Max:
The box on the left contains twelve ballpoint pens made from 62% post-consumer recycled plastic. They are also retractable and have a clip on them. The box on the right is just regular Bic pens.
People who are gung-ho into recycling will pay 8 bucks for 12 pens, but your average Joe Schmoe will pick up the box next to it for 2. Or go find the store brand for 99 cents. 😉