I like this take as you take into account the human element, but might even take it a step further in that this kind of knowledge could actually be good for more people to know this cost. Especially if cost is an issue, could help families work together in easy ways for a common goal. Maybe it’s not worth it to say anything during a heat wave to save a few bucks, but on a cooler week maybe open some windows to save some cash sans suffering.

Extreme example: as a dad I feel a cultural obligation to get upset when random lights are left on when no ones in the room (not really, but does beg the question of why) - when you actually do the math on led lights it ends up something insignificant, like a cent. Not an issue that really deserves any attention.

I mean, double digits are really high numbers for some!

But what’s the end game? I seem to recall he fought pretty hard to prevent the purchase from going through and only when faced with a lengthy court battle that he would likely lose did he accept. And he is in for a fair amount of loss on that deal anyway.

Isn’t it a simpler answer that he is just incompetent and somewhat like sand, the more he tries to squeeze the users for money the more it slips through his fingers? The strategies he’s trying might work in other business types like the car industry but not one where it is wholly dependent on user content and engagement (and the ability to engender enough good will to sell ads)…