"The world's biggest untapped energy source, according to energy expert Amory Lovins, is efficiency. But don't call it 'conservation.'
In an interview conducted by science writer Carole Bass for Yale Environment 360, Lovins...says that word connotes 'privation, discomfort and curtailment.' By contrast, 'efficiency' means 'doing more and better with less energy and money, but with more brains and technology,' he says.
The longtime renewable energy advocate and author says retooling for energy efficiency will require 'barrier-busting' at many levels. And government, Lovins says, 'should steer, not row.'"