The lecture contradicts the claims made in the reading passage regarding the adoption of ecocertification by American wood companies. The professor provides three key counterarguments to challenge the claims in the passage. First, while the reading suggests that American consumers do not trust advertising and would ignore ecocertification labels, the professor argues that consumers distinguish between self-promotional advertising and endorsements from independent organizations. He asserts that ecologically conscious Americans are likely to trust and prefer wood products certified by a reputable, independent agency. Second, the reading states that ecocertified wood will be more expensive, making it unlikely that American consumers will buy it. However, the professor refutes this by pointing out that price influences consumer decisions only when there is a large difference. He notes that when the price difference is small—such as five percent—consumers are willing to pay more for environmentally friendly products. Finally, while the reading claims that American wood companies do not need to follow global trends because they primarily serve domestic customers, the professor argues that they must still compete with foreign companies. He warns that if American businesses do not adopt ecocertification, foreign companies offering certified wood may enter the U.S. market and attract American consumers. Thus, the lecture effectively challenges the points presented in the reading, suggesting that ecocertification is a viable and beneficial option for U.S. wood companies.