I grew up in a state in India, which faced regular power outages. I recall my father forcing us to switch off lights (bulbs and fans) to avoid wasting energy when the power came back on. I recall, however, one of my friends who came from Bihar, where power outages were longer and more unpredicatble, would never get up to switch off power. When asked reason for his behavior, he mentioned that long periods of unreliable supply of power turned their attitude to be indifferent. This, perhaps also explians why the private distribution companies often suffer from the dilemma of "invest first and improve services" or "have people willing to pay their energy bills on time". However, a number of creative ideas are being tested to make it more viable, such as trial to test if the energy sector companies can distinguish good citizens from those who exploiit the government subsidies.