And that's the really - I think that's the big factor, the unknown here, is when do American consumers begin taking energy efficiency seriously?

NPR: Gulf Oil Discovery Could Have Far-Reaching Effect

We can save our bottom lines, and maybe our butts, by taking economics--and efficiency--seriously.

FORBES: Magazine Article

The Knicks broke a league record for triples in a season and finished third in the NBA in offensive efficiency without Stoudemire taking a single three this past year.

WSJ: What to Do With Stoudemire