Yep - this is the same BS marketing campaign the Chevron tried to (succeeded actually) pull of in the early 2000's WRT global warming. There's was energy. The campaigns were like "I will take the bus to work" or "I will use my hair drier less".

It's a deflection campaign - focusing consumer attention on a thing that is true (that won't cost them money) to divert attention from another thing that is true (that will cost them money and is their fault).

Both are true - and if they want to exploit a commons (the environment, the electrical grid), then they should pay for that exploit.