Before the Texas Senate Bill 7 (SB7) came into effect on January 1, 2002 electricity consumers didn't have the option to choose who they received electricity from. But now with the Deregulation of Texas Energy, it has broken down the market into several different Retail Electric Providers, helping create competition and lower electricity rates for consumers throughout Texas. Over 75% of Texas has been given the power to choose their own electric provider, and millions of Texans have already exercised their right to choose.
According to a 2014 report[2] by the Texas Coalition for Affordable Power (TCAP), "deregulation cost Texans about $22 billion from 2002 to 2012. And residents in the deregulated market pay prices that are considerably higher than those who live in parts of the state that are still regulated. For example, TCAP found that the average consumer living in one of the areas that opted out of deregulation, such as Austin and San Antonio, paid $288 less in 2012 than consumers in the deregulated areas."

In order to prompt entry into the market, the price to beat would have to be high enough to allow for a modest profit by new entrants. Thus, it had to be above the cost of inputs such as natural gas and coal. For example, a price to beat fixed at the actual wholesale procurement price of electricity does not give potential entrants a margin to compete against incumbent utilities. Second, the price to beat would have to be reasonably low, to enable as many customers as possible to continue to consume electricity during the transition period.
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