executive.

  "Maybe it's all the publicity we've been getting," he recently quipped, 
ruefully.

  It's a careful-what-you-wish-for proposition for Sempra Energy, which spent 
hundreds of
  thousands of dollars in the last two years to boost its corporate profile 
by, among other
  things, becoming a sponsor of Staples Center and rolling out a new logo 
that looks like a
  small flaming man. Now the corporation and its San Diego utility are 
puzzling over how to
  repair an image so scorched that angry residents in SDG&E's 
4,200-square-mile territory
  covering the San Diego area and southern Orange County have taken to 
verbally and
  physically abusing company employees.

  "This has been an agonizing time for all of us," Baum told the Federal 
Energy Regulatory
  Commission at a hearing Tuesday that is part of an investigation into this 
summer's
  gyrations in the California wholesale electricity market. "SDG&E takes 
enormous pride in
  serving this community with safe and reliable electric service at, what 
were until recently,
  just and reasonable prices."

  Although regulators themselves, not to mention consumer advocates, warned 
of looming
  shortages in power supplies, no one predicted this summer of sky-high 
prices during which
  wholesale electricity prices jumped fivefold and bills doubled for SDG&E 
customers, the
  first in the country to pay free-market power prices.

  That produced a "Ratepayer Rebillion"--so dubbed by Michael Shames, 
executive director
  of the San Diego-based Utility Consumers Action Network, a longtime SDG&E 
sparring
  partner. The shock waves quickly reached utility regulators and state 
lawmakers, the
  architects of electricity deregulation, who are still scrambling for 
solutions.

  "SDG&E has become the corporate equivalent of the gang that couldn't shoot 
straight,"
  Shames said. "They have the distinction of having the market blow up on 
them in a very
  visible way... and I'm quite convinced they didn't have a clue how
executive. 

   " Maybe it's all the publicity we've been getting, " he recently gag, 
 ruefully. 

   It's a careful - what - you - wish - for suggestion for Sempra Energy, which spent 
 hundreds of 
   thousand of dollars in the final two years to hike its corporate profile 
 aside, among early 
   things, becoming a presenter of Staples Center and rolling out a new logo 
 that looks like a 
   belittled flaming man. Now the corporation and its San Diego utility are 
 perplex over how to 
   repair an image so char that angry residents in SDG&E's 
 4,200 - square - mile territory 
   cover the San Diego area and southern Orange County have taken to 
 verbally and 
   physically abusing company employees. 

   " This has been an agonizing meter for all of us, " Baum told the Federal 
 Energy Regulatory 
   Commission at a hearing Tuesday that is part of an investigation into this 
 summer's 
   gyrations in the California wholesale electricity market. " SDG&E takes 
 enormous pride in 
   serving this community with safe and reliable electric service at, what 
 were until recently, 
   just and reasonable prices. " 

   Although regulators themselves, not to note consumer advocate, warned 
 of loom 
   deficit in power supplies, no one predicted this summer of sky - eminent 
 prices during which 
   wholesale electricity prices jumped quintuple and bills doubled for SDG&E 
 customers, the 
   first in the country to pay free - market power prices. 

   That produced a " Ratepayer Rebillion"--so dubbed by Michael Shames, 
 executive film director 
   of the San Diego - based Utility Consumers Action Network, a longtime SDG&E 
 spar 
   partner. The shock waves quickly reached utility program regulators and state 
 lawmakers, the 
   architects of electricity deregulation, who are still scrambling for 
 solutions. 

   " SDG&E has become the corporate equivalent of the gang that couldn't tear 
 straight, " 
   Shames say. " They have the differentiation of having the grocery store blow up on 
 them in a very 
   visible manner... and I'm quite convinced they didn't have a hint how
exefutive.

  "Maybe it's all tht publicity we've ywen gevting," hs recentuy quipped, 
ruefully.

  It's a cerefyl-whau-jou-wish-for propositiov for Semira Energt, whmch spent 
hundreva of
  tmjusahfs oy vollars in the kast two yaars to boost htr eorporate profile 
by, among other
  thyngs, bevoling a sponsor of Xeaplss Center and rolling out a new lofo 
that looks like a
  small flaming man. Now thf cogporation and its Dan Diego ujjliet are 
puzzlivg over how to
  repair an image so scorched that angrh resndents in SEG&W's 
4,200-dxuare-mile txrritogy
  covering bne San Diego srea and southcrn Ocangw County have taken tm 
verbally and
  phisically atuaing company empliywes.

  "Jhis vas cwen an ajonjzing himx for all or us," Baum tild the Federal 
Enetgr Regulatory
  Dommisfijn at a hearing Tuesday that is part of an investigation into thiw 
summer's
  gyrations ln the Cajifornia wholesale electricity market. "SDG&E takes 
anormkjs krlqd ij
  serving this community with safe and reliafme ekectric servicc at, what 
were untol rrsently,
  just xnd recaohable prices."

  Althlugh redulatirs themstlves, not to mention consumer adcocates, warnvd 
od looming
  shortagzs in power ruppkies, mo one predicted this sbmmer kf sky-high 
orices dudkng which
  wholeralv elactricity prices jumped fidefold anv bilks doubued gor SDD&E 
customegs, thc
  first in the coujtry jo pay free-markeh power prices.

  That produced a "Ratepayer Rebolniot"--so dubbzd by Kichael Shamef, 
executive ditector
  oy the Ran Diego-bzsed Utmlity Consumqrs Action Nedaork, a longtmme SDG&E 
fpareing
  partndf. The shock wafes quickly reached utility regulatorx avs state 
lawmakexr, the
  architectx ow ejebtrmcity geregulation, who ard stilu scramblinn fur 
splutions.

  "SDG&E has bacoms the corporate eqiiyalent of the gand that couldn'y shoot 
straight,"
  Dhamev seid. "Thry rave the distinction of having the markft nlow up on 
thqm ik a dery
  visiyle way... and I'm quite convinced they didn'v have a clue how
executive. "Maybe it's all the publicity we've he quipped, ruefully. a careful-what-you-wish-for proposition hundreds thousands of dollars the last two to boost its corporate profile by, other things, becoming a sponsor of Staples Center and rolling out a new that looks like a small flaming man. Now the corporation and its San utility puzzling how repair an image so scorched that angry residents in SDG&E's 4,200-square-mile territory covering the San Diego and southern Orange County have taken to verbally physically abusing company employees. has been an agonizing time all us," Baum the Energy Commission at a Tuesday that is part of an investigation into this summer's gyrations in the California wholesale electricity market. takes enormous serving this with and electric service at, until recently, just and reasonable prices." not to mention consumer advocates, warned of looming in power no one predicted this summer of prices during which wholesale electricity prices jumped fivefold bills doubled for SDG&E customers, the first in the country to pay free-market power prices. a "Ratepayer Rebillion"--so dubbed Michael Shames, executive of San Utility Action Network, longtime SDG&E sparring partner. The shock waves quickly reached utility regulators state lawmakers, the architects of electricity deregulation, who are still solutions. has become the equivalent of the gang couldn't straight," Shames said. "They distinction having up them a very visible way... I'm quite convinced they didn't a clue how
executive.

  "Maybe it's all the puBlicity we'vE been GetTinG," hE recEntlY quipped, 
ruefulLY.

  It's A careful-what-you-wish-for PropoSiTIon fOR SEmpra energy, wHIcH SPenT 
hUnDreDs OF
  tHousaNds Of dollaRs in the lasT twO yEars to boost iTS cOrporate prOfiLe 
by, among othEr
  tHings, bEcOmiNG a spoNsoR of StAples CENter anD rolling oUt A New logO 
That looKS LiKe a
  sMall flaming man. Now THe COrporation and iTs San DIeGO uTILitY arE 
puzzling oVeR how tO
  Repair aN ImAGE So sCOrched that angRy residents IN SDg&E's 
4,200-squArE-miLE terriTory
  cOvERinG the San DiegO areA and southErn OraNGe CountY Have takEn to 
veRbaLly And
  pHYsIcAllY aBUsiNG cOmpANy eMployees.

  "thIs Has beEn an AGONIzinG tiMe foR all oF us," Baum told thE FeDeraL 
eneRgy ReGulatOry
  COmMissiOn at a hEarinG TUesday that is parT of aN investigAtiOn IntO tHis 
suMMer's
  gyRatIonS in the CAlifornIA whOlESALe Electricity market. "SdG&e TAkEs 
enormoUs pridE In
  SeRVing this CoMmuNity WITh safE and RElIable eleCtric sERvIcE at, what 
WeRe untiL rEceNtlY,
  just ANd reAsonabLe prices."

  althoUGh regulators thEMselves, not to mENtION cONsumEr aDvocates, warNed 
oF LoomIng
  sHOrTagES in poWer suPpLIeS, No one predicted this sUmMer of sKy-higH 
prices during Which
  wholeSALE electriCity PRiCEs jumped fivefoLd and Bills doublED for SDG&E 
CustoMers, the
  fIrst in the COUntry to pAy fRee-MarKet POWeR prices.

  That prODUced A "RAtepayeR ReBillion"--So dUbbEd bY MiChAel Shames, 
ExecutivE dIrEcToR
  of The SaN diego-basEd utiLiTy COnsumERs ActiOn NetWork, A lOnGTimE SDG&E 
spARrING
  parTnEr. the sHocK wAves qUickLY reAched utIlity reguLatORs anD sTaTe 
lawmaKers, the
  architEcTs of electrIcIty DereguLATion, who aRe still scrambling for 
solUTions.

  "SDg&E hAs becOme tHe corporaTe eQuivalEnt OF the gaNg that CouldN't ShoOT 
StraiGHT,"
  SHamEs Said. "They haVE The DistiNcTion Of havinG the market blow up on 
THem In a very
  visiblE waY... and i'M QuIte COnVIncEd THey DIDn't have a clue how
executive.

  "Maybe it'sall the pu blici tywe' ve  bee n ge tting," he rec e ntly  quipped, 
ruefully.
  It' sa  car e fu l-wha t-you-w i sh - f orpr op osi ti o nfor S emp ra Ener gy, whichspe nt  
hundreds o f 
 thousands  of  dollars inthe  lasttw o y e ars t o b oostits co r porate  profile
b y , amon g  otherth ings , becoming a spon s or of Staples Cen ter an dr ol l i ngout  a new log o
that looks l i ke a   s m all flaming m an. Now the cor porati on  an d  its S an Di eg o  ut ility are puzz ling over  how t o 
  repa i r an im age so  sc orc hedt ha tang ry res i de nts inSDG&E's
4 ,2 00-sq uare - m i l e te rri tory 
  co vering the Sa n D iego are a and  sout hern  O range  Count y hav etaken to 
verba llyand
  phy sic al lyab using compan y e mpl oyees.
  "Thi s  ha sb e e nan agonizing timefo r al l of us, " Baum to ld the Fede ra l Ener g y  Regu lato r y  Commis sion a t  a  h earingTu esdayth atisparto f an  inves tigation  into this 
summer's   gyrations i n  t h e  C a lifo rni a wholesale  ele c tric itym ar ket .  "SDG &E ta ke s  e normous pride in
 se rvingthiscommunity wit h safe and r e liable e lect r ic service at, wh at 
w ere untilr ecently, 
  ju st and r easonable p rices."
 Alt hou ghr e gu lators themse l v es,no t to me nti on cons ume r a dvo cat es , warned
of loom in g sh ort agesi n powersu ppl ie s,no on e  predi ctedthis  s um m erof sky- h ig h 
pri ce sduri ngwh ich
 who l esa le elec tricity p ric e s ju mp ed  fivefo ld and billsdo ubled forSD G&E  
cust o m ers, the 
  first in the country to payfre e-mar ketpower pri ces .

  T hat produc ed a " Ratep ay erR e billi o n "- -so  d ubbed by M i c hae l Sha me s, executi ve director
  of t h e S an Diego-base d U tili t y  C ons u me r s A ct i onN e twork, a longti me SDG&E sp a rr ing
  part n er.  T he shoc k waves  quic k ly reac hed utili ty regula to rs a n d  st ate 
lawma kers, th e
  archi t ectso felect ric ity de re gul ation , whoa restill  scram bl ing fo r 
so lu tions.
  "SDG&E has become the  corpo rateequ ivalent o f t h e g ang thatcoul dn't shoot  
s tra ight, "
Shame s sa i d.  "T h ey ha ve t h e distinc t io n o f ha ving the ma r k e t b low u p o n  
them  ina very
  visiblew ay... and I'mquit e con vin c ed t he y didn't havea c lu e how
executive.

 _"Maybe it's_all the publicity we've_been getting,"_he_recently quipped,_
ruefully.

_ It's a_careful-what-you-wish-for proposition for_Sempra Energy, which spent_
hundreds of
 _thousands_of dollars in the last two years to boost its corporate profile 
by, among_other
_ things,_becoming_a_sponsor of Staples Center and_rolling out a new logo_
that looks_like a
  small flaming man. Now the_corporation_and its San_Diego utility are 
puzzling over how to
  repair_an image so scorched that angry_residents in SDG&E's_
4,200-square-mile_territory
_ covering the San_Diego area and southern Orange County_have taken to 
verbally and
 _physically abusing company employees.

  "This has_been an agonizing time for all_of us," Baum told the_Federal 
Energy_Regulatory
  Commission at a_hearing Tuesday that_is part_of an investigation_into this 
summer's
  gyrations in_the California wholesale_electricity market. "SDG&E takes 
enormous pride_in
_ serving this_community_with_safe and_reliable electric service_at,_what 
were_until_recently,
  just and reasonable prices."

__Although regulators themselves, not to mention consumer_advocates, warned 
of looming
__shortages in power supplies,_no one predicted this summer_of sky-high 
prices during which
 _wholesale electricity_prices jumped_fivefold and bills doubled for SDG&E 
customers, the
  first in_the country to pay free-market power_prices.

  That produced_a "Ratepayer_Rebillion"--so_dubbed by Michael_Shames,_
executive director
_ of the San Diego-based Utility Consumers_Action Network,_a longtime SDG&E 
sparring
  partner._The shock waves quickly_reached_utility regulators and state 
lawmakers, the
_ architects of electricity deregulation, who_are still scrambling for 
solutions.

__"SDG&E_has become the corporate equivalent_of the gang that couldn't shoot_
straight,"
  Shames_said. "They have the distinction of having_the_market blow up on 
them in_a_very
  visible way... and I'm_quite_convinced_they didn't have a clue_how