> The problem with energy efficiency is that it paradoxically tends to increase consumption.
There's a practical limit to the increase in indulgence, after which the efficiency gain is all win.
We're not seeing a very dramatic effect or problem from inexpensive energy driving massively increased consumption in the US as one example. Efficiency is winning.
For example, US energy prices are 1/3 that of Australia, while per capita energy consumption is about 30% higher. US per capita energy consumption is comparable to Sweden, despite their energy prices being ~50% higher.
Natural gas is very cheap in the US, about 1/2 the cost in most regions. That doesn't mean I'm going to turn the temp in my house up to 87f this Winter.
The average fuel efficiency for vehicles has gone up by about 100% over ~45 years, while miles driven per capita in the US has increased by closer to 40-45%. Electric cars that get 90mpg equivalent, aren't going to cause people to drive 3x more than they do today.
US household energy consumption hasn't changed much in 20 years. Fridges got a lot more efficient over time on electricity, people still typically only own one of them per household. The same with furnaces and water heaters.
Smartphones sip electricity, especially compared to laptops and desktops - people aren't buying 20 of them to compensate for the dramatic difference in electricity consumption that results in using a smartphone instead of a desktop.
Most of the things we buy that consume energy have practical limitations on them, when it comes to how many of them we own or how much energy we'll consume with a given thing. As you reach those practical limits, efficiency starts to have a very positive effect.