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First off I think you're missing the point of the original story -- I think Yello Strom is one of the most innovative utilities, which includes that they're taking some of the biggest risks. Which is why I called them "the coolest" not the most successful -- they're really interesting because they are embracing broadband. And they are doing so mostly because they are in a deregulated market. Which is a totally different market than the regulated U.S. power market. My story purposefully didn't pose that Europe is taking the lead in smart grid, so I'm not sure where you're getting that as your conclusion.
Also Tweet-a-Watt isn't a startup, it's a project created for the Greener Gadgets conference, which could be offered as an open source project. It's not a startup itself.