This innovative Pakistani company has just bust through its Kickstarter crowd-funding campaign. Their shoes are great (check out their video!) but that's not really the point. Of more interest is their central message which is that consumers don't just want to buy the cheapest shoe - they want to buy a shoe which looks and feels great. In other words: consumers in the modern world don't purchase products - they purchase attributes.
The same is true with electricity: it is not a commodity product - it is a bundle of attributes.
Electricity from a wind turbine has very desirable attributes. It is endlessly renewable and emits nothing to the atmosphere when it is generated.
Electricity from a coal-fired power station, on the other hand, emits large quantities of carcinogens, neurotoxins and heavy metals when it is created.
In advanced electricity markets across North America and around the world, consumers can choose how their electricity is generated. Unfortunately that is not the case in Saskatchewan where consumers are forced to purchase dirtier and more expensive electricity - i.e. the stuff from coal-fired power stations.
Saskatchewan ratepayers are increasingly asking why.