Recent events make it clear that a commitment to CSR can be too cosmetic. The corporation at the center of the Gulf oil disaster, BP, promoted itself as being socially responsible for many years. A decade ago it adopted a sunburst logo, acknowledged that global warming was a problem, and claimed to be going "beyond petroleum" by investing (modestly) in renewable energy sources. What did all that social responsibility mean if the corporation could still, as the emerging evidence suggests, cut corners on safety in one of its riskiest activities--deepwater drilling?