Exxon Mobile, Shell, BP, etc

Are they greenwashing by flaunting their enviromental effort on their websites while doing little to foster change or are they genuinely committed to pursuing and being a part of the change process because they see it make sense finanically?  What's your opinion,  Here are several articles and good sites covering this topic.

 http://www.environmentalleader.com/2009/02/04/shell-accused-of-greenwashing-again/

Cimate info - auto technology info including fuel cell / hydrogen car

http://www.exxonmobil.com/Corporate/energy_climate_actions_con_vehicle.aspx