Wind energy in New Zealand now competes with every other form of electricity generation on its own merits, without even taking account of the negative externalities associated with thermal generation. This shift in an industry traditionally driven by subsidies to one which now stands on its own merits, is a subtle one. It has passed largely unnoticed on the world stage. It is worthy of note, however, for a number of reasons, not least of them being that it represents a new era for the wind industry. What is now the exception in New Zealand will become the global rule as the true costs of thermal generation become increasingly apparent and as the wind industry continues to innovate and to drive its costs down.