IBM did a survey with a couple of people in a couple of countries, and now we have some data for that which anyone in the industry knows:

IBM’s survey found that 61% of people who are familiar with energy technology and pricing have a favorable view of smart metering, while only 43% of people with minimal knowledge view smart grid technologies in a positive light. Once people understand what the technology does, they think highly of it–and once that happens, it becomes more likely that they will pay attention to variable electricity pricing.

Here’s what I’d do if I was in a communications or advertising business: learn about the energy markets. Those guys need to learn how to communicate with their customers real fast, and they’re not gonna learn it on their own.