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Well, well, well. Who woulda thunk it? Goliath went down hard.
 
Goliath, in his latest incarnation as California utility leviathan Pacific Gas & Electric, took to the field armed with all the weapons 45 million dollars can buy against…a pair of tiny websites and a tall red-haired dude with a busted video camera. And got his ass handed to him.
 
At stake was, well, California’s—and perhaps the nation’s—renewable energy future.
Proposition 16, which PG&E framed as the “Taxpayers Right to Vote Act" sought a constitutional amendment that would “impose a new two-thirds vote approval requirement for local public electricity providers.” Of course, this was utter nonsense. Some would even say*gasp* total bullshit. It was really about keeping the public from any provider other than PG&E. Even other utility companies, in a lawsuit aimed at stopping this nonsense asserted that the initiative was an effort by PGE "to lock in its monopoly in its existing territories."
 
 And guess who fell HARD? Despite a spending advantage of 45 million to…let me do the math….carry the one….18, 24…..thirty. Yeah, the most visible opponent of PG&E over the final days spent thirty bucks. Final tally? YES 48. NO 52. Hey, PG&E executives, every time you see a tall tree standing strong, or a windmill slowly churning above the waters off the coast of Northern California, think of it as a giant middle finger salute from the people of California, whose money you spent trying to con them. And if you don’t get outside much, because you’re busy ‘sequestering’ in the belly of a coal mine or licking your wounds in the bowels of a leaking nuclear cauldron, fear not. I’m happy to send you a picture of my right hand. Just let me know what resolution and file format you prefer.
 
So what did we learn? A few things, off the top of my head:
 
Money Don’t Matter 2Night: You Can’t Buy Facebook Friends
Obscure Prince reference aside, it’s true. Tens of millions of dollars didn’t get it done. The days of outspending the opposition as a win lock may be over. Social media levels the playing field (for now). While Goliath was weighed down by solid gold boxing gloves and unable to throw a punch, its opponent got in some nasty mixed martial arts-style takedowns before administering a very public choke out. PG&E’s traditional voter outreach program counted on money to buy votes. But the opposition can reach more people, more directly, at practically zero cost. As an example, I sent out a personal plea to my 1,971 (yes, I’m a bit of a networking whore) Facebook friends to vote against Proposition 16. Along with my urgings, I included links to an independent analysis; and a good number of these friends passed this along. I can, all by my lonesome, directly touch tens or hundreds of thousands of voters. So can you. The key here is “directly”. The real political power of social media is that, for right or wrong, people feel like online friends are ‘real’ friends. We trust our online peers far more than we do ad campaigns penned by strangers. And so even though the largest NO on 16 Facebook group numbers less than 4000, it’s big enough to bloody Goliath’s nose. 
 
Nobody Likes Naked Old Men
I can hear the protesting howls of naked old women, so let me amend this to, “most people don’t like naked old men”. Why PG&E’s pasty and withered executives didn’t put a robe on is beyond me. Instead, they hoisted their ambition like a urologist at a nude beach. Awkward, I know. As the only supporter of Proposition 16, PG&E couldn’t hide behind anything at all, nor did they seem to want to. Their feeble attempt at cover was a group called the “Coalition for Green Jobs” that, uh, doesn’t exist. Memo to PG&E: When the ugly naked guy stands behind the invisible man, the whole world can still see his business.
 
Guess What? Citizens are Smart
I’m surprised as much as the next elitist progressive eco-activist. It would appear that, despite its horrific public school system and years of watching “Sex and the City,” the California citizenry can still read, write and perform simple arithmetic. Not only that, but conservative Californians can see through attempts to play off their Constitutionalist leanings and these days appear to resent big business just as much as Big Brother. [Speaking of the U.S. Constitution, can Dems and Repubs please realize this document is what most closely connects us? With Presidents Bush shredding it and President Obama refusing to mend it, can we expect anything but the incredible polarization that is tearing us apart? We need that deeply flawed piece of human creative genius to hold us together.]
 
Polar Bears + Weatherization = Polarization
Take some pics of drowning polar bears, add a dollop of talk about humanity-induced global warming and you get a guilt stew that half the population sups of gladly and the other refuses to taste. Democrats and Republicans no longer sit at the same table. Hell, they don’t even go to the same restaurants. And this really helps dent a multi-million dollar campaign. No matter what the issue, half the population, half the pundits, half the media is knee-jerk for and against it. Only a small handful  remains to be convinced. This plays in favor of guerilla campaigns who, while they can’t afford to carpet bomb, excel at micro-targeting.
 
A confession: I predicted PG&E would win this 60/40. They ran what seemed to be the perfect campaign: Lots of money. Low turnout/high conservative election. Perfectly pitched propaganda in a time of economic hardship. I’ve never been so happy to be so wrong.
 
Goliath may be down, but he’s far from out. You can be certain that PG&E and other power companies with monopolistic ambitions will retune their demon fiddles and play on in different venues all across the country. They’ll take advantage of poorly drawn battle lines, economic desperation and the friction between progressive idealists and NIMBY elites. They’ll finally master social media and erase that advantage. Meaning we’ll have to come up with new ones. Big business everywhere will closely study this campaign. Big Ag. Big Pharma. Big Coal. Most certainly Big Oil. We have to learn what we did right. They most certainly will.
 
 

(David and Goliath by Arthur Kampf, Oil on wood board, 28" X 40", 1905-1915)

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8 comments

Get off of oil...

From: MrEnergyCzar, Jun 13, 2010 06:16 PM

I've been preparing for Peak Oil for over 3 years and made some videos showing what people can do to prepare..I attached one here.

http://www.youtube.com/watch?v=hHmXhgBhtWk

MrEnergyCzar

From: Tom Reardon, Jun 11, 2010 10:18 AM

Great post...bad art!

Really, Paul? Do Explain.

From: Tod Brilliant, Jun 11, 2010 08:47 AM

Okay, Paul. You threw out the hook and snagged me. So...

You said: "Perhaps if the folks in California keep up the attacks on their utilities..."

1. Please explain how Proposition 16, funded by PG&E is an attack FROM the citizenry on this utility provider. PG&E created this Proposition!!! The voters simply rejected it. You've an odd perception of 'attack,' Paul. It was PG&E who attacked the taxpayer's right to choose renewable energy. By rejecting Prop 16, things simply remain as they are. And, the Republican voters of California (the majority of voters in this election) elected to reject monopoly and preserve their freedom of choice.


2. Do explain how Community Choice Aggregators (CCA) are in any way equivalent to Enron. Compare the structures and enlighten me. You may be straight up correct, but I sure don't see it.

3. My city has been providing its residents with electricity for over 100 years. 90% of that power is renewable and has been the entire time (geothermal and hydro). I pay lower rates than PG&E and my service has never been compromised. How has that been working out, you ask? A century's worth of hassle free service is a pretty great track record, Paul. Seems reasonable that some other communities may want to KEEP the OPTION of pursuing same.

Feel free to ignore or shift the topic, but I'd love to get your feedback.


California Electricity Choice

From: Paul, Jun 11, 2010 03:55 AM

Great victory. Perhaps if the folks in California keep up the attacks on their utilities they will have the chance to choose Enron as their provider again. How'd that work our last time?

Good Luck

Great news

From: Ben Brangwyn, Jun 10, 2010 01:12 AM

Kickass coverage, Tod. And great news for California and beyond.

Ben.

Prop 16

From: Ron Kalous, Jun 9, 2010 03:41 PM

I'll be keeping a watch on what is going on.

Thank's

Ron

Worst campaign ever

From: Creative Greenius, Jun 9, 2010 03:00 PM

PG&E really screwed the pooch with this prop. They literally pissed away tens of millions of bucks and got nothing but a black eye and confirmed reputation as a truly skanky utility who would say and do anything to shove a few more bucks in their dirty pockets.

And hats off to the bottom of the barrel talent who produced PG&E's piss poor ads, mailers and robo calls. In this Age of Stupid where even hacks like Meg and Carly can throw money at the electorate and win their races, only PG&E and their hacks could have snatched defeat from the jaws of victory.

They're already planning their next sneak attack, but lets celebrate their karma and incompetence this time around.

Great piece, Tod. I love your thinking and your writing.

Brilliant

From: C. Brown, Jun 9, 2010 01:34 PM

This assessment of the outcome was extremely Brilliant. Thanks!