Starting in the 1970s, fuel prices also began to rise, to
varying degrees in different parts of the world. Oil,
the universal benchmark for energy costs, jumped to
$25 a barrel during the first oil crisis in 1973, is now
hovering around $100, and is projected to become
more expensive over time.
In the 1980s, new concerns about security of supplies,
fuel diversity, and price volatility were added to the
list of woes. In the 1990s and 2000s, additional issues
including fears about the scarcity of finite supplies of
fossil fuels,
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effect of anthropogenic greenhouse gas
emissions on climate, and sustainability became
pronounced. Gradually but surely, the industry's
single-minded focus on the supply side has given way
to a new appreciation of customer demand and
increased efficiency of energy utilization, including
new ways of balancing supply and demand in real
time.
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The subject of scarcity and price of fossil fuels, of course, is
controversial. As prices rise, more reserves become
economically feasible or “recoverable,” in industry parlance.
Moreover, improved technology, such as horizontal drilling for
non-conventional shale gas, has the potential to vastly increase
what can be considered recoverable.
Many within and outside the industry are now
convinced that the cheapest kWh is the one we do not
consume. Energy efficiency—once given mostly lip
service—is now considered a major energy resource,
and a cost-effective option.
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