The customer avoids a checkout line, and the cost can be automatically deducted from a customer's account.

CNN: House panel explores electronic billing

Partnering with Cingular will also take the first line of customer support out of Good's hands, reducing the cost to the company, particularly as the number of customers increases.

FORBES: Cingular Links Up With Good Technology

But what matters to the customer is the cost of the electricity--an inefficient panel that's cheap enough will make cheaper electricity than an efficient expensive one.

FORBES: OutFront