Burning an iPad for the Environment?

The so far unknown Project Green Apple has published a video that quickly went viral. The footage shows the burning of the much hyped Apple iPad being burnt down by a few flame torches. The message is clear: Apple needs to improve its environmental policy. This follows reports of N-hexane poisoning in Wintek factories, one of Apple's partners.

They describe themselves as follow:

"Project Green Apple is a team of Northwestern University students, focused on
evaluating the current environmental policy and supplier relations of Apple Incorporated. With Apple currently positioned as one of the fastest growing tech companies in the world, it has the ability to greatly influence the computer industry, since the company's actions will cause a domino effect. It is therefore important that Apple adheres to its stated environmental protocols
and focuses on environmental sustainability as the company expands."

Not sure if this move was very environment-friendly.
Was it worth burning an iPad to criticize Apple's environmental policies?
Tell us what you think in the comments!

This also reminds me of some Greenpeace reports released late March 2010, coming to the conclusion that "the growth of internet computing could come with a huge jump in greenhouse gas emissions."

Image source: Greenpeace