The concept of ‘negawatts’ seems simple and good. Why is Junk Joules smiling? What is wrong with measuring the reduction in electricity required to perform a task from improved design and practice. So what if people trade the ‘negawatts’ generated by the improvements? Suddenly I am diminished. Or is it Junk Joules is becoming more expansive?

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Chapter Five - Land of the Other- Negawatts and Junk Joules.        

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