In an attempt to encourage conservation, Massachusetts is planning to allow its power companies to charge more when customers conserve. Ermm...huh? Let's quote the article:

As a rule, utilities lose money by getting customers to conserve, because their revenues are tied directly to how many units of energy they deliver. Patrick wants to allow utilities, as they promote conservation, to be able to raise electricity delivery rates to offset lost revenue. He hopes that by ending the financial disincentive he can encourage utilities to promote conservation.

So if you were to turn off your A/C when you're at work to reduce your electric bill to save $50 a month, the electric company can raise rates to get that money back. So where's the incentive to conserve?