Saving gigabucks with negawatts

The thesis of the following article is that in an age of costly electricity and cheap efficiency, as now, smart utilities will sell less electricity and more efficiency. They will market negawatts (saved electricity) and use new ways to finance their customers savings. Existing and future efficiency gains, if not properly managed, can quietly take away most of the present market for electricity, but they also offer alert utilities an unprecedented opportunity to control risk, improve cash flow, secure market share, save operating costs, and become once more a declining-cost industry.