When people start complaining about the cost of something, often they’ve lost sight of its value. Alabama Power, faced with higher raw material costs and stricter government regulations, was forced to start raising rates. As prices gradually increased, so did customer complaints. Through research, we determined that consumer perception about what electricity actually costs for routine usage was dramatically overinflated. It wasn’t a matter of dollars, as most people believed, it was pennies, nickels and dimes.