Status quo is usually the lowest cost option. But the idea is to move in a right direction. Firstly, counting CO2 will enable to spot inefficiencies and actually save some money, stimulating resource saving programs. But after picking low hanging fruits, cutting emissions will require more creativity and may be more investment.
Some companies, like Patagonia, also have Asian manufacturing, but they think if people working there are happy their goods will be of higher quality. They actually embedded environmental and social aspects into their quality program and that's what these issues are about - high quality and risk management.
10 million dollars represents 1% cost to $1 billion dollar revenue. Spread over a few years, with right technological upgrades could be quite manageable.
Their margins are above 50%, however, things should be put into prospective and driving people's attention from price to value could be a way to approach it. There is a large and growing segment of LOHAS that could buy this message.
New measurement and assurance standards are being developed and that will minimise greenwashing. Also, false green claims are product liability claims.
But, it could be so, that Billabong actually wants sea rise to get more people into surfing
PS kudos for pioneering carbon reduction program!