What a good idea!

With all the fuss about recycling and dire warnings about the amount of plastic going into landfill, why haven't we heard more about "paper" bottles.  I have put paper in inverted commas, because they're not really made just out of paper - the idea is that the outer shell is paper - well more like cardboard really - and then there's a very thin layer of plastic inside to stop the liquid coming in contact with the paper/card.  The idea has been around for a couple of years or so now both here and in the US and by all accounts has been very successful, so like I say, why isn't it getting the same sort of promotional treatment that energy-saving light bulbs have been given?