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Although it's true that electricity rates are consistently rising, and that awareness simply HAS to increase from the general public, the fact is - people aren't yet doing everything they can to save electricity and energy at home.
This is the equivalent to buying a truck and complaining about it's gas mileage!
First, people should start doing their best to moderate their energy bill, and then complain about prices.
I found some useful tips here: http://www.top10ways.org/top-10-ways-to-save-electricity