From a publicity standpoint, it sure looks like H&M is doing a great job in reducing the use of plastic. But consider this, they had no revenue from their plastic bags previous; now they get 10cents per bag. Sure, it is given to charity; but the mileage they get in positive publicity is money they saved in marketing costs. I think they could have done more. For example, instead of charging for plastic bags, use bio-degradable bags or give re-usable bags for that 10cents they charge. Otherwise, how are they really being environment friendly? Views?