Replying to Rime Knits, A couple questions

Yo what up i was wondering if someone could answer a couple questions i have about Rime Knits.  what confuses me about Rime Knits is the moral base they say to be based on.  These questions are based predominantly on the "Philosophy" page of their website.  The below quotes are what i take issue with.  Mabey it is my ignorance to the true nature of a Crocheted hatt but i fail to see how a hatt instills a higher sence of morality in an individual.  Or how ones choice in headwear makes them reach a new level in thinking.  Again this could be my own ignorance but i cant help but think that by stating their product as a path towards morality and social responsibility they are not perpetuating the shallow nature of consumerism that dictates that ones fiscal choices dictate the nature of their lives.

Thanks- Joe 

"we hope to instill a higher state of both thinking and comfort into your everyday winter activities."

"By stressing original thinking and equality through each knit, we aim to create a community of morally and environmentally conscious individuals that care about each other as well as the snow covered domain in which we thrive."

 "Contrary to any economics lesson, we prefer to maximize happiness over profits. Why? Because that's how we think the world should be, with everyone happy and everyone free."