Green Governance - Myth or Fact

So I have been reading about the emerging green governance industry and have come to a couple of conclusions:

a) The Green IT concept is still in its marketing phase and little to do with true Green Governance at the code-base level

b) Green IT always existed but is a different GUI interface as opposed to a true Green IT System.

Why do I say this? Well similar to the cloud where the industry at this point is in discussion on a taxonomy between, public, virtual, private clouds similarly green governance has really met no standardization. Companies are claiming energy efficient servers, desktops, applications by claiming more efficient utilization of resources. This is achieved through either virtualization, maybe even automation. According to me, true Green IT Governance would involve discovering asset consumption within the enterprise and its direct impact on utilities (cooling, electricity, physical storage space) dynamically. From what I have learned Metering applications today do not entirely automate the governance structures around going Green. Just my thoughts!