Fast Food...With A Conscience?

I love Chipotle, in moderation.  The burritos are massive, but I rationalize it by telling myself that it is a payday treat (every two weeks) and I am getting the vegetarian version: black beans, peppers, lettuce, rice, a smidge of sour cream and some guacamole.  I also like their commitment to better practices and higher quality food.

Here is an interesting story from Alternet about Chipotle and how one company, even in the act of doing right, finds itself in the wrong.  Don't hate the player, hate the game.

One company thinks it's created fast food with a conscience...are they right?