This isn’t Google’s first foray into flexibility; the company has agreements with utilities across the US to limit or shift its own energy demand, which can help free up grid capacity. As the company pointed out in a blog post earlier this year, though, there are limits on how flexible a data center can be, and not every facility will be able to ramp down its power demand.

“There is no one solution for expanding grid capacity and we’re continuing to explore all options, including the many avenues for load flexibility,” said Michael Terrell, Google’s global head of advanced energy, in an emailed statement in response to written questions.

Once again, I’m wondering about incentives here. These companies are asking homes and businesses to be flexible. Will they agree?

A recent study in California looked at local people’s willingness to participate in managed electric-vehicle charging. Essentially, the program pays people to give up control of when they charge their EVs. This is another way to help smooth out electricity demand and ease the burden on the grid.

The problem? Not many people signed up. With no economic incentive, only 1% of EV owners enrolled in managed charging. At $40 per month (about 15% of their power bill), only 4.6% did.

This is a different situation and a different region from the one in which Google is working with Voltus. (It’s worth noting that the companies aren’t sharing how much they plan to pay the participants, which will obviously be a big determinant in participation for this kind of project.) 

But this study shows that even with money on the table, people may not always jump at the chance to cede control of their electricity demand. And it certainly feels relevant that about 70% of Americans oppose AI data centers in their area, according to recent Gallup polling. 

Being flexible sounds like a great idea in theory, and these financed VPPs could provide an immediate route to meeting energy demand. But as we move from idea to implementation, it’ll be interesting to see whether trial runs work as intended.  

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