Suppose a well known social media giant entered the electricity retail market......

What are your thoughts on receiving targeted ads based on your energy use profile? Fridge beginning to run less efficiently? Here's a special price on having your fridge seals replaced.

By monitoring your electricity use and running identification algorithms on the changes in current draw, Phasebook knows when you're at home or not, when you're watching TV, how much TV you watch, when you cook and how much you use the computer.

Phasebook may or may not be sharing all this information with interested parties such as health insurers, advertising companies, whitegoods manufacturers and a number of affilliated businesses....

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