http://www.energycentral.com/centers/energybiz/ebi_list.cfm

"Utilities are now in the heat of battle. While they would like to maximize their sales, they must now persuade their customers to save energy. It's a quest that will help defer investments in expensive and contentious infrastructure and in doing so, prevent the release of some harmful emissions.

Instead of investing millions in power plants to meet the 100 or so hours a year when energy demand is highest, utilities are turning to their customers to reduce energy usage...."