Marketing sometimes involves the science of making you believe something that is not true, with the specific goal of selling you something (a product, service, or even ideology). The organic lobby, for example, has done a great job of creating a health halo and environmentally friendly halo for organic produce, while simultaneously demonizing their competition (recently focusing on GMOs).
These claims are all demonstrably wrong, however. Organic food is no more healthful or nutritious than conventional food. Further, GMO technology is safe and there are no health concerns with the GMO products currently on the market.
There is an even more stark difference, however, between beliefs about the effects of organic farming on the environment and reality. In fact organic farming is worse for the environment than conventional farming in terms of the impact vs the amount of food produced.
First, organic farming may use pesticides. They just have to be “natural” pesticides, which means the ones they use are not chosen based upon their properties. Ideally choice of pesticide and the strategy in using them would be evidence-based and optimized for best effect, minimal impact on health and the environment, cost effectiveness, and convenience. Organic farming, however, does not make evidence-based outcome choices. Their primary criterion is that the pesticides must be “natural”, even if they are worse in every material aspect. This represents ideology trumping evidence. It is based on the “appeal to nature” fallacy, an unwarranted assumption that something “natural” will be magically better than anything manufactured.
In fact my main complaint against the organic label is that it represents an ideological false dichotomy. Each farming practice should be judged on its own merits, rather than having a bunch of practices ideologically lumped under one brand. I don’t care if a practice is considered organic or not, all that matters is the outcome.