That sentence made me laugh so badly as well!
Perhaps because prices are going down they can't sell their scrap aluminum at a high enough rate? But indeed it would also make it cheaper to just buy new aluminum, so I'm not sure that would be a factor. And transportation, how big or small that impact might be, is indeed a fare point I did not take into account!
Of course they don't lie, and it's a good example for other companies to follow, but when looking at it closely it amazes me how small changes can be marketed as big innovations. And whether that is 'fair' seems debatable to me.
As long as their products are made by people in buildings that need to have suicide prevention nets, I do not think you can ever use the word 'fair' to describe them.
I am unfortunately also guilty of spending more time thinking about environmental problems than humanitarian problems...