I've worked with Greenway, and in my mind they are the best in the business when it comes to Agronomic Consulting. I know their practices have been considered controversial amongst other professionals in the business, at least in the United States -- but this is a results driven business, and they continue to deliver better results than their competitors. I've seen it first hand over and over again. AND they manage to do it in a way that is more fiscally and environmentally sustainable -- hence the more recent "positive whispers" you speak of.
Revolutionary? Yes and No depending on how you look at it. The truth is that the majority of the practices they utilize can be traced back over 100 years. Agronomic chemical industry's worst nightmare? You bet. Although Greenway probably won't get the credit they deserve in the long run, they are certainly at the forefront of an environmental movement within the golf industry. I've been in meetings with Greenway guys, superintendents and turf chemical reps, and there were definitely some awkward moments.
American Golfers: Get down with brown!