I don't know about you, but summers of yesteryear often led to brownouts.
Now, you're a marketing guy at a power company. You know you have brownouts, and the customers certainly know too.
Kill two birds with one stone. Mail out 1000 CFLs a month. Put in a flyer, explaining that saving power is for each and every one of us; and you can make the world greener.
You get about 500 people who put the globe in, and reduce their usage by about 50W.
You get 100 people who go out and buy more CFLs for the rest of the house.
You get the equivalent of upgrading your generators after only a few months of doing this; and you get media coverage for the first few weeks which is worth more than the initial expenses.
Now why hasn't this happened?