You are forgetting that most consumers don't know how to get the information themselves. Actually it's a challenge just to get them to care. but for those who do, it's surprising that telling them to get cfls or led lights or even a programmable thermostat is a surprise. New homes need a central stupid-easy component to help remind consumers. The real target market for all these businesses is not necessairly the end consumer...it's the homebuilder and the utility company