Corporates of all sizes used to crave recognition for their embrace of wholesome ESG values. Environment, Social, and Governance were deemed all important to woo both customers and investors. Promises and commitments were made, examples set, and case stories published - all to great acclaim. Now, just a few years later, the hype has thankfully abated. As a concept or philosophy, ESG has been exposed as mere window dressing. It also proved the downfall of that most maligned of corporate events, the World Economic Forum. The annual fest turned into a platform of smoke and mirrors used by grandstanding CEOs to establish their ESG credentials: they would care for the environment, combat inequality, and offer full transparency - all the while offering investors ever higher returns.