But that involves math. The average consumer isn't looking at that. They just look at the prices in front of them.

I really think the price/wattage comparison thing needs to be the entire packaging design. I overheard a sales person helping a shopper choosing a generator size by adding up the wattage of all of the devices needed including lights. I turned into the conversation to politely suggest using LEDs for lighting because of the lower wattage requirements. Both the sales person and the shopper were shocked at the difference.