I would say it's twofold. I think it's both of those things. It's the education piece and giving them the confidence. It might be working with organizations like the CFIB to let them know that these programs actually work. There was a municipal program where they would do a thousand dollars' worth of lighting retrofits for small users of energy and there was very low uptake in that program. People just didn't believe that the utility would come and give them a thousand dollars of free stuff. They were like “What's the hook?”, which is sort of funny. You make it free and people won't do it. Maybe if there was a bit of a cost to it, maybe they would have done it.
It's finding that balance. I think that's more at the municipal level than at a utility level, but I think supporting the utilities and coming up with these programs is probably the best way.