To be fair, some other lubes do say 'Do not release into the environment' on the back, and even have the black and orange 'dead fish and tree' warning picture.
If you're riding through a river, or there is flooding like the other summer and sewers over-flow into rivers, using ecological cleaners and lubes does make a difference.
When London's sewers have over-flowed into rivers after flooding, it has been an environmental disaster to fish and river life - probably more from dodgy fabric softener and bleach more than chain lube, but as the say, small things...
I wouldn't drink from a river with petrochemicals etc in it, and in larger quantities it does harm aquatic life. Buying locally made things does reduce 'food miles' or in this case 'chain lube miles', reducing transport emissions.
Price - the price is probably average for a high quality chain lube, and 20p cheaper if you return the bottle, reducing the landfill impact as well.
Nothing wrong with an Orange bike fitted with Hope brakes! If only Raleigh were still made in Nottingham....