FREE CFL’s! Scratch that. FREE LED’s! Scratch that. FREE...smart thermostats? Etc., etc., etc. Engage the customer with enticing free energy efficiency products, reminding them that they will SAVE ENERGY and SAVE MONEY. Boom. Your job is done, right? Enter smart grid optimization. Enter a new world where customers are becoming part of the process, not just as benefactors but rather engaged decision makers.