Plastic irony
When an individual takes it upon themselves to speak up for a cause they believe in it is a wonderful thing. Knowing that anyone can make a difference if they try hard enough and speak their truth is inspiring, and the tenacity it takes to write and publish a book is quite something.
Communication with your publisher about your ethos, though, is quite an important part of the process. If Martin had paid attention to this part, then maybe his book on reducing plastic might not have been wrapped in, well, plastic. Which kind of undermines his argument.