While beta testing a residential smart grid project I had an epiphany.
We found that when consumers could see, in real-time, what power they were consuming and how much is was costing them, they made immediate changes to how they consumed energy.
I expected that they would care, but I did not expect the passion at which they 'jumped on the bandwagon' to reduce consumption.
I remember one comment, "...I didn't know that my sound system was drawing 2 Amps when idle. I'm putting a switch on that to turn it off until I want to use it."
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