False Idols
March 8th, 2007 at 1:56 pm
Last night, I was enjoying the masterpiece of production values known as American Idol (go Melinda!) when my reverie was suddenly pierced by a commercial retailing the New and Improved TXU. When you hear that phrase - “new and improved” - run, because someone is trying to sell you something.
One second you’ve got Ryan Seacrest on Idol reminding viewers that “Cingular is the new AT&T,” the next it’s private equity welcoming Texas power customers to “The New TXU.” I guess we’re supposed to be excited that corporate America is cannibalizing itself. Certainly, the TXU ad tries to conjure a feel-good, things-are-looking-up atmosphere. The commercial opens on blue skies (no air pollution here) while a soothing female voice narrates, “Big changes are on the horizon for Texas power customers. Welcome to the new TXU.” Of course to some advocates and lawmakers that change - from a publicly-traded company to one held by private firms - is actually a recipe for disaster.
Cut to a folksy old guy in overalls opening up his TXU bill. He’s got a shit-eating grin plastered on his face as the narrator says, “We’ve listened to Texans on prices and we’re taking a new approach. To prove it, most residential customers will get a double-digit price cut.” Translation: We’re trying to soften up the public and the Legislature in order to get our buyout approved. So we’ll throw y’all a bone - a maximum of 10 percent off our highest rate.
Cut to a succession of shots: bluebonnets swaying in the breeze, wind turbines churning furiously, a diverse cast of giggling little girls. Meanwhile the narrator levels with us: “We’ve listened to Texans on the environment. So we’ll cut proposed new coal units from 11 to three and look for new ways to ensure reliable, affordable power, doing what’s right for customers, doing what’s right for Texas. Welcome to the future. Welcome to the new TXU.”
Here’s the thing that gets me about that “reliable, affordable power” bit: It’s the exact same slogan the old TXU used. Old TXU even had an astro-turf group going called Texans for Affordable Reliable Power. When Fred Goltz, of New TXU, testified at the House Committee on Regulated Industries his answer to every tough question was “reliable, affordable power.” New company, same slogan.
