But survey work done by Parks Associates, a market-research company based in Dallas, Texas, suggests that only 15-20% of consumers are willing to sign up for such “time-of-use” or “demand response” programmes. And 35% of customers say they would not allow the utility to control thermostats in their homes at any price. Intriguingly, though, the survey also shows that over 80% of households would pay up to $100 for cost-saving equipment if it chopped at least 10% off their monthly electricity bills.

From the article, "Home sweet passive home"

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