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Why Do We Have the Power to Choose?

June 22, 2016
by dmirza

The power to choose is a fundamental aspect of human autonomy and freedom. It allows individuals to make decisions based on their preferences and needs. This power extends to various aspects of our lives, including the electricity market. In many parts of the world, electricity is a regulated monopoly, with one utility company controlling the generation, transmission, and distribution of electricity. However, the state of Texas in the United States has taken a unique approach by introducing a deregulated electricity market, giving consumers the power to choose their electricity providers. We will explore the reasons behind the decision to introduce a choice-driven electricity market in Texas and analyze the implications of this system.

Origins of Deregulation

The roots of electricity deregulation in Texas can be traced back to the early 1990s when the state faced significant energy challenges. Texas had a history of electricity shortages and high prices due to an inefficient and centralized system. To address these issues, the Texas Legislature passed the Senate Bill 7 in 1999, which aimed to restructure the electricity market. The primary objective was to introduce competition and provide consumers with choices regarding their electricity providers.

Advantages of the Power to Choose

  1. Competition and Lower Prices: One of the primary advantages of having the power to choose is the introduction of competition among electricity providers. When multiple companies compete for consumers’ business, it drives prices down. In Texas, this has resulted in lower electricity rates compared to regulated markets in other states.
  2. Customization and Consumer Choice: The power to choose gives consumers the freedom to select an electricity plan that suits their specific needs. Providers offer a wide range of plans, including fixed-rate, variable-rate, green energy, and time-of-use plans. This variety allows consumers to align their electricity consumption with their budget, environmental values, and lifestyle preferences.
  3. Innovation and Renewable Energy: With the power to choose, Texas consumers can opt for renewable energy plans. Many providers offer options that utilize wind, solar, or other clean energy sources. This choice promotes the growth of renewable energy in the state, reducing reliance on fossil fuels and contributing to a more sustainable future.
  4. Improved Customer Service: Competition in the electricity market compels providers to offer better customer service to attract and retain consumers. Companies strive to provide efficient billing, responsive support, and innovative technologies. This emphasis on customer satisfaction benefits consumers by enhancing their overall experience.

Challenges and Considerations

  1. Complex Decision-making: While the power to choose provides benefits, it also presents challenges. Consumers must navigate a complex landscape of plans, rates, and providers. The abundance of choices can be overwhelming and lead to confusion, making it crucial for consumers to research and compare options to ensure they make informed decisions.
  2. Contract Terms and Fine Print: When selecting an electricity plan, consumers must carefully review the terms and conditions. Some plans have hidden fees, cancellation charges, or introductory rates that may increase after a certain period. It is essential to thoroughly understand the contract before signing up to avoid any surprises or unexpected costs.
  3. Market Volatility: The deregulated electricity market is susceptible to price volatility. Factors such as changes in fuel costs, extreme weather events, and supply and demand fluctuations can influence electricity prices. While this volatility can sometimes lead to lower rates, it also means that prices can increase unexpectedly. Consumers need to stay informed and consider the potential risks associated with variable-rate plans.
  4. Consumer Protection: In a deregulated market, consumer protection becomes a crucial concern. It is essential for the state government and regulatory bodies to establish and enforce regulations that ensure fair practices, transparent pricing, and reliable service. Effective oversight is necessary to protect consumers from fraudulent or unscrupulous providers.

Role of the Public Utility Commission of Texas (PUCT)

The Public Utility Commission of Texas plays a vital role in regulating the electricity market, ensuring fair practices and protecting consumers’ interests. The PUCT oversees the licensing and compliance of retail electricity providers, monitors market activities, and resolves disputes between consumers and providers.


The power to choose in the Texas electricity market has transformed the way consumers interact with and consume electricity. It offers numerous advantages such as competition, lower prices, customization, and the promotion of renewable energy. However, it also brings challenges, including complex decision-making, contract considerations, market volatility, and the need for consumer protection. To navigate this system successfully, consumers must educate themselves, compare options, and stay vigilant. Ultimately, the power to choose empowers Texans to take control of their electricity consumption and make decisions that align with their individual needs and values.

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