Via FiredogLake I learn that the Wall Street Journal is reporting on a drop in electricity consumption in the US.

"An unexpected drop in U.S. electricity consumption has utility companies worried that the trend isn't a byproduct of the economic downturn, and could reflect a permanent shift in consumption that will require sweeping change in their industry."

Read the article

One of the favourite myths of the power companies is that demand for energy grows regardless of what you do. Change your bulbs, insulate your house, buy a smaller, more efficient fridge and retool the factory you work in to be more efficient. Even if we all do all those things it won't make a difference say the power companies, somehow, magically, demand will rise, day on day, year on year.

This thinking was easiest to see in Chevron's laughable 'Energyville' game, where you could set energy policy. It didn't matter how much you spent on energy efficiency, demand always went up by the same amount, because if you work in the power sector rising demand is like the sun coming up. It just happens and there's nothing you can do about it.

Well that might not be true anymore. Demand is down in the US, a response to high prices or the start of an energy revolution?