“Big Brother to switch off your fridge: Power giants to make millions, but you must pay for ‘sinister’ technology.” As tabloid headlines go, this 2013 example from the Daily Mail is a classic. It is also a stark warning, not so much to members of the public at risk from “sinister technology”, but to National Grid as it seeks to create an energy revolution. “Be careful,” it says, “because demand-side response is all too easy to wilfully misunderstand.”