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Tired of the Company? An Electrifying List

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S.J. Diamond is a writer in Los Angeles

California is deregulating its power industry by January, the first state to do so. To assure that all goes as smoothly as the deregulation of telephone service, competitors in the field are already reaching out by mail and media to educate consumers about their choices.

* The Company: For almost a century, The Company (“Let There Be Light”) has powered your life. When you needed us, we were there as often as not.

Our business is caring. We don’t just provide power. We return power to the community, building parks, funding teen scholarships, hosting retirement seminars.

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During last year’s tsunami, our 18,000 workers were on the streets around the clock in volunteer crews. Our 20,000 executives put in thousands of hours of overtime dispatching those crews, manning phones, generating the bills on time.

We work for your future, too. We spent $15,000 to upgrade our phone system for better customer service. We put $20 million into research on cold fusion to create energy from nothing!

Your power company. Constant in a world of change. Simple in a world of complexity. Where power comes from and what it costs isn’t as important as people you know. Stay with us and “Let There Be Light.”

* The Entrepreneur: Greetings from Turn It On Inc., the better power connection! Anyone can sell power. TIO sells price.

We’re resellers, specialists in volume buying. We buy power in large bundles from big vendors and sell it to you for less than we paid.

Cheaper power is yours, almost as much as ever, almost as convenient. It’s all about choice. Easy access codes let you connect to the power grid in minutes, key in the voltage you need and select a usage time. And you get a choice of meter-reading services, billing services and repair companies (all billed separately), and for emergencies, a 24-hour message line with referral eventually to some municipal office.

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TIO is committed to utilities, offering phone service between selected cities, diverting public waters, tapping into natural gas lines. We even sell shares in TIO over the counter--our counter.

Get in on the ground floor. Choose TIO!

* The Alternative: House of Power is an independent community-based cooperative (ICBC). We’re electricians and engineers, also fathers, mothers, brothers and sisters like you.

Nature provides power for all mankind. We operate windmills high in the hills, sharing with other citizen electrical co-ops (CECs) and building more so we don’t have to buy as much power from the big grid (BG).

Power lines (PLs) are open to all. We charge just for our share of conduit maintenance, adjusted monthly and never varying more than 70% up or down.

Our member technicians hook you up with a permissible alternative interface (PAI), a kite-shaped attachment floating above the power pole and threaded down to something that looks like a key. They leave a manual so you can service the system yourself. You clean your own meter and we all take turns with quarterly readings.

We also offer a list of independent local contractors (ILCs) for emergency repairs, but you’re free to find your own. Power is us, all of us.

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* The Interloper: It’s time to come together--we’re all family.

Like our sister company there, Northern Lights Water & Power has been lighting up lives for 100 years, since the last Indians watched over the rivers. We’re not city folk: We take our power from waters fed by clear mountain streams--crystal-clean power generated by gleaming hydroelectric plants deep in the virgin forest.

We do use power tools--the technologies needed to make a deregulated industry efficient. We offer power supply risk management, automated outage control, energy consumption analysis, electronic payment options.

But all power is not equal. Ours is clean power, fresh as mountain waters, coming to your house untouched by human hands.

Trust family. Let us help our sister company light your way, and we will clean up.

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