The “just don’t tell the consumer” mantra is actually right on target. Humans inherently are greedy (as Gordon Gekko famously said) and as such, will consume more energy from more efficient devices and processes. Build efficiency into products and manufacturing processes as fast as we can. This will also improve institutional risk for improved investments.
http://www.pri.org/stories/2015-01-29/energy-efficiency-revolution-coming-just-dont-tell-consumers