A Paler Green?

I just read this article about the fact that the US Energy Secretary, Steven Chu, is becoming a color consultant of sorts.  The administration is exploring the idea of using paler/lighter colors on roofs and exteriors to save on energy costs.  I just wonder what kind of effect this statement will have on color choice and energy.  

I think that all colors should be "green".  We're well on the right path with the recent launch of Natura, an interior zero voc paint that is zero voc in ANY color!  More details to come on this product soon.