I'd say it's progress getting any kind of mention of the real world into something like VF. So I'd be more inclined to be generous. Given that editorial will be consciously and deliberately advertiser-friendly, mentioning Real Issues and introducing a hint of ugly is almost brave.

There's a media disconnect between ad speak, which deals with the unreal by definition but tries to look as plausible as possible, and journalism/documentary which is (more or less) presented as reality but diluted by the standardised semi-formal presentation.

What would be shocking would be to package the real impact of all of the energetic consumption using the language of advertising. Imagine an entire magazine of juxtapositions of air-brushed beauty on one side of the page followed by one (or more) images showing what's involved in making those cars, diamonds and handbags.

Adbusters do this already, but they're not neutral enough - they slip too easily into activist rage and ranting, which I think only reaches the converted. Something more dispassionately revealing - show, don't tell - could be more effective with the VF crowd.