The Anglo-Dutch group has spent the last 10 years trying to clean up its image and demonstrate a commitment to corporate social responsibility. While rivals such as America's ExxonMobil have ploughed ahead with "business as usual", ignoring environmental and other protests, Shell and BP changed tack...Now the same critics are hardening their approach again. Some argue that the gap between rhetoric and reality is so great they feel more cynical about Shell and BP than they did previously.