People cut electricity usage, power companies raise the rates per KwH to cover costs + expected profits. I am on an off-peak plan to save $$, basically no dishwasher or washer/dryer between 8am/8pm. My wife calls me the Power Gestapo, as i turn off the TV if i go outside to grill a hot dog, but if everyone was like me, and worked hard to cut the light bill, than they'd just raise the rates.