When Xcel, the maligned former utility of Boulder, Colorado, offered this deal to its Minnesota customers, one friend of a friend on Facebook raved: “If you are a homeowner, there is no reason on earth not to do this … it will cost me $4/month and my energy from here on out will be 100 percent wind powered. What a great feeling! Plus, the energy that supplies Windsource will be purchased entirely from wind farms in Minnesota and will go above and beyond government mandates.” What matters here is the emotional force behind the idea for a certain kind of customer. No one connected to the grid,
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