Most talk of "energy efficiency" and “sustainability” is insidious or naïve, or even misdirected. We all should switch off the lights when we leave a room, use efficient, gas-fired tankless water heaters (even when they are uneconomical), and work in LEED certified buildings. Intelligent thermostats — Nest, for instance — may regulate our air-conditioning to assure comfort while generating savings, and shaving “peak” load on the electricity grid. Using LED lamps and star rated appliances is admirable too. These solutions and behaviors, while praiseworthy, are beside the point; we should rather favor “supply action” before demand response.