Sobering. Some rich dealers clearly love the concept. What of Jo and Jane Average?  I set up a stall in the image of my dear parent and encounter great confusion. During its “energy crisis” the Government taught the population that energy efficiency lowers comfort levels and many now associate it with a negative experience – with a “negawatt.” 

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

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