I think we need to see a really significant retail revolution. We have a number of different tariffs within the Octopus Energy Group that are designed to help people use energy when it's cheaper. So what does that actually look like? What are the types of incentives we can design? Some of them will undoubtedly be related to price, but actually some of them might not. You know, there may well be customers who are willing to do things differently just in the interests of the environment.

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