It might also be more complicated than you might think though due to the complexities of increasing power supply. Power companies also use prices raises to discourage residential use and conserve the existing supply for larger customers. They can't refuse to service residential but they also can't increase supply yet, so they just raise the prices until residential users "choose" to lower their power consumption.
My old power company told me it would be a temporary increase until supply was increased, but they said that the last time and it never happened. which, speaking of NOVA, was caused by the Loundon County allowing more data centers to be built. They get the money but since the power grid is regional everyone gets the bill :) .