Unless I missed something, they didn't specifically speak of any technology, just a blanket statement of; what would they be willing to pay for smart grid technology and service. So how can that be an accurate survey of what people are willing to invest? Value is the key to any sale and if the question is ambiguous, the answer will equal it. Control 4 is a great company, but they certainly are not the end all to EE in the home. GreenSwitch is an S-EMS, a Simplified Energy Management System. It is low cost by comparison and has the ability to control plug load, lighting, and setback the HVAC in the home or office with only one switch. It modifies peoples behavior to do less, not more, and although it has the ability to be controled via remote control or the internet, that is not the foundation of the system. One switch, thats it. Less glitz, more convenience and simple is the only way this market will be captured. Customers will pay more than what that study says, but you are correct that at a subsidy is necessary mostly because of the current economic climate. But I think that they would be willing to spend more if they knew what the benefits are and what they are getting for their money.

A subsidy would be correct and just for certain technologies, like GreenSwitch or Control 4, that benefit the Utility by being a value added product that allows 2 way communication for Demand Response programs.

I also feel that if systems were embraced by utility companies, they could make a great financial case for reduction vs production. It would be much cheaper to involve people in the efficiency process by giving them a managment tool. Load shifting, due to the volitility of the renewable energy market will make it necessary that systems of some form are in almost every structure moving forward. So they need to stop the foot dragging. These systems can solve problems of energy demand right now, they can create jobs, lower greenhouse gas emissions. No need to wait 20 years for a nuke plant or trying to build and finance new transmission.

You don't need it if you dont use it! There is no greater energy efficiency than off...