the attitude 'Do Less to Use Less.'" He makes a distinction between conservation and efficiency by defining efficiency as "the application of technologies and best practices to eliminate waste based on the attitude, 'Do the same or more with less.'" Cost for negawatt power can be calculated using cost-effectiveness analysis or CEA. For energy efficiency investments a CEA calculation produces the value of saved energy or negawatts in $/kWh. Such a valuation allows comparing the price of negawatts with price of energy such as electricity from the grid or the cheapest renewable alternative. Specifically, Tuominen et al. have suggested using the dynamic generation cost type of CEA for energy efficiency investments as it includes the best accounting for the time value among the various CEA methods available. Lovins sees negawatt markets as a win-win solution to many environmental problems. Because it is "now generally cheaper to save fuel than to burn it, global warming, acid rain, and urban smog can be reduced not at a cost but at a profit". Lovins explains that many companies are already enjoying the financial and other rewards that come from saving electricity. Yet progress in converting to electricity saving technologies has been slowed by the indifference or outright opposition of some utilities. A second obstacle to efficiency is that many electricity-using devices are purchased by people who won’t be paying their running costs and thus have little incentive to consider efficiency. Lovins also believes that many customers "don't know what the best efficiency buys are, where to get them, or how to shop for them". In 2003 in France under the guide of Thierry Salomon 23 scientists wrote "Le manifeste Négawatt." Megawatt and negawatt seem to be reminiscent to the larger concept of ecological footprint, and by following this line of thought toward compatibility and comparability a second frame of concept seems appropriate: the impact in another frame or setting where units or numbers can not be compared (see paradigm shift). See association négaWatt. Market Lovins has advocated a "negawatt revolution", arguing that utility customers don’t want kilowatt-hours of electricity; they want energy services such as hot showers, cold beer, lit rooms, and spinning shafts, which can come more cheaply if electricity is used more efficiently. Lovins defines the negawatt market as a way to reduce the gap between the cost of making and saving electricity. The negawatt market can be thought of as