When you save energy, you typically save money. But a new startup is making energy-saving even more appealing by actually paying customers cold hard cash for not using electricity. What this San Francisco-based startup does is monitor the energy markets for spikes in power demand. When it sees that the grid is in need of some demand reduction, it sends out text messages to its user-base suggesting energy-saving action—like doing without the washing machine for an hour. By complying with the startup’s request, the customers receive a small payment. Now that’s brilliant.