The Jevons Paradox: The Rebound Effect

The Jevons paradox is that efficiency doesn't cut demand, actually fuels demand. There's only so many lumens you want in a room; there's always saturation. Air conditioners are today roughly 40% or 50% more efficient than they were 20 years ago. Refrigerators are almost twice as efficient. Motors have improved in their efficiency. How come electric demand didn't go down? Because the population only went up 10% or 20% in that time period.