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In actual private industries they're happy that you're using more of their services. I'm assuming government involvement is why they want you to use less. Perhaps regulations preventing them expanding power generation, or making it more expensive for them to sell more power, or above some threshold. Maybe there is a true economic reason, perhaps having the higher capacity in summer goes wasted in the winter, and does cost them more in the long run (unless they raise rates more, which might also be prevented due to regulation).

A couple of Mises articles (with poor paragraph separation):

The Real Cause of Blackouts

Avoid Blackouts Now

Does anyone else get those reports showing your house uses the most energy in the neighborhood from the power company?

I personally hate the summer. I mean it’s fine if you’re at the beach or whatever but pretty much every other scenario sucks. Fall is where it’s at