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The sticky green market
1 March 1999
For the first time in America, electricity customers are being given the opportunity to pick and choose their supplier, thanks to deregulation of the power industry in a few states. The same deregulation has opened the way for electricity to be marketed under a variety of different product descriptions. Wind power is being advertised as a value-added product that costs a little more. So far, however, deregulation has not been a great success-most customers are sticking to the supplier they know. But of those who have switched products, up to half are going for green power.
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