The larger point is that is has taken American Corporate Marketing Genius 65 years to create the ideal passive consumer, and now we discover with our shiny new green glasses that a responsible consumer is really a more preferred model (though nobody really knows what a responsible consumer is all about). Nobody has the balls to tell the truth, because nobody wants to be the first to find their head on a pike. So we all go around pretending that pinching a few watts here and there is going to add up to a game changer. It never will be a game changer. It’s just a new set of clothes on the same con: Selling you what you don’t really need.