Most people are at best vague as to how much power various things use, or how you can save money without sacrificing your lifestyle, by making a few changes, and being more attentive.
Having cheap power does not encourage saving, having to pay a high price tends to focus you on saving techniques, like insulation and simple lifestyle changes (why turn AC down to walk-in-fridge-mode when you just need to cool the area by 5 degrees) which have a fast payback time.
How many people know that the biggest users of power are for water heating, cooking and aircons, almost all other uses are much smaller in total. Thus the thought that 5 CFL lights are going to cut bills by 50% or more.
