"How do we use electricity," is the best question to ask when we think about global climate change? An important source of our problems is, grass roots, inside out, bottom up, individual behavior--lots of little things. It's about attitude and what we think is ultimately important. This content is not about what we want to believe, what is popular, exposure or number of hits. It's not simple. It's not a silver bullet. It's about how lots of people can use business and technology to profit by a greater understanding about how electricity is used and wasted, deep into the margins of electricity services. As capital investment funds are available, it's premise is that investing in demand side waste reduction is usually a more efficient market than supply side power production, increasingly as energy commodities inevitably become more costly. It's about how systems, institutions, ideas and ingenuity form with the mass cultural change that accompanies the sobering realization that almost everything is on the line as global warming sinks to the core of universal human motivation.