Google, Microsoft and the smart grid

I have been wondering why Google and Microsoft have been working hard to enter the "smart grid" market. This article over at Seeking Alpha provides the best explanation I have seen so far:

Google, Microsoft (MSFT), Intel (INTC) and others have all launched efforts to control how consumers and businesses monitor and analyze their energy consumption. Why the rush? Neither Google nor Microsoft will charge consumers for PowerMeter or Hohm. However, advertisers will likely pay both companies for the opportunity to hawk energy efficiency services and other energy-related products to consumers who use their respective consoles. Both companies will also mine the data (after it has been scrubbed to protect privacy) to utilities. Don't worry about a loss of dignity or privacy: you'll get a coupon for ten percent off on a new set of storm windows.