Which is why any efforts based on reducing energy use are doomed to fail. "Do more with less" sounds great but goes against human nature to expand and collect resources. The push should always be to make energy cheaper or more green, not to curtail energy use. An effort to power air conditioners using solar: good, people will get behind that. More efficient air conditioners that use less power: great. Telling people they must reduce air conditioning and just live in hot: bad, doomed to fail. So bring on the solar panels. The mob will support you. Just don't tell that mob they must do with less.