The New Rule Change for Demand Response

The AMC has described the demand response mechanism as potentially almost a transitional thing. What they envisage is that one day, I think, competitive forces will be such that retailers and consumers will do all those things of their own volition without having to have third parties to provide that service. Tell me though, would we really be getting paid as much as $10,000 a megawatt hour for not being used? Or would the price actually come down below that? It still seems like a hefty sum to be paid for not doing something.