Can Energy Efficiency Be as Sexy as Solar?
It's long been axiomatic that energy efficiency is the awkward stepchild of renewables -- that is, that it's sexier to install cutting-edge renewable-energy technologies like solar panels than to engage in more prosaic (and less-visible) measures to get more value out of each BTU or barrel.
http://makower.typepad.com/joel_makower/2006/11/can_energy_effi.html