Are we enthralled to the idea that customers are passive or coin-operated?
We seem to assume that:
- Domestic electricity consumers will not change their behaviour much
- Even if bribed to, the change will only be slight
- We are saddled with the shape of the daily demand curve
- Only a technical fix can save us from a future of expensive nuclear or climate-altering carbon based power
Perhaps we could instead assume:
- Consumers are intelligent and responsible people
- We do not want to have expensive and climate-altering electricity
- We would be happy to make small and convenient changes to our consumption habits
- The costs associated with bringing about such a change are very small in relation to the alternative
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