Beautiful, Haunting Infomercial...True?

Recently Chipotle released an infomercial  (Scarecrow) that has gained a lot of attention. It is said to be more beautiful than many Hollywood films. The message is (mainly) that the factory farms of America are destroying our society (overstatement? What do you think the message is?). There is very little branding in this message - just a brief shot at the very end of the video.

You can find copies of this in many places around the internet. On the page that I linked, there is a large section of comments at the bottom of the page. One of the comments reads as such, "This is great, but they're conveniently leaving out the part where they still slaughter a bunch of (happier?) cows, chicken and pigs for their burritos. It's not like Chipotle is vegetarian, which is what you'd think from this ad? The scarecrow is just chopping up veggies at the end."

Chipotle is hopeful that consumers will see their company as a fast food restaurant with a brain. What are your thoughts on the film?

Message from Patagonia: Buy Less

Can a consumer goods company make a profit while making a difference?  We've been looking at that question all semester.  We have looked at many corporations that have an interest in social responsibility and "do good" for the community around them.  What we haven't seen yet (until now) is a company that actually tells you to buy less of their product.  Enter Patagonia. 

Patagonia is asking their customers to "Reduce What you Buy" and are "encouraging their customers to reduce, repair, reuse, and recycle their clothing and equipment." At first glance this might seem as though it would hurt their bottom line, but Patagonia is banking on it doing just the opposite.

They are partnering with eBay in this endeavor.  Yes, you need to read the linked articles to understand the business plan, but once you read it I have a couple questions for you:

What are your thoughts on this?  Can Patagonia make a go of this?  Could other companies do the same?   Does the company that tries this need to have a certain "mindset" before they could be successful at it?