Lost opportunity

I went to a sales office yesterday for a project that has a great concept - the walkable community.  I saw city planners at a Governers' conference a couple of years ago talking about the same concept.  With gas prices out of control it should be implemented in more cities - having residential and commercial properties in a community that offers most conveniences within walking distance.  You can go to the grocery store, the salon, and local restaurants - all on foot.  This is a concept that most Europeans get, and more and more Americans are getting on board, which is great considering our health issues due to inactivity.  However, when I asked about the materials being used for the condos and their green factor the sales agents didn't even know what green materials were.  I think it was a real lost opportunity for the builders to have such a great idea that could have been totally eco-friendly.  It is a high end project, so the extra 10% building costs wouldn't have lost any buyers.  I am not totally green myself, I admit, but I am good with marketing, and why not help the planet and offer something progressive at the same time?