No, the human perception of temperature thing is a myth. Originally 0F is the freezing temperature of a brine solution, and 90F was Fahrenheit's estimation on the average human body temperature, and then the scale was adjusted so that it fit in better with Celsius reference points (freezing/boiling points of water).
Not just for good PR - they are also using creative accounting to claim "green" initiatives (and the incentives/tax reductions that come with them) without actually doing anything beneficial to the environment. Fucking leeches...
Thirty Brians agree...