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.

HOUSTON, Sept. 20, 2018 /PRNewswire/ -- Over the past summer, the Energy Rating of Texas has been baffled by Compare Electricity Companies Providers using pricing gimmicks that dupe Texas consumers into high monthly bills at its Power to Choose website.(1) The Electricity Plans of Texas' best solution was to tweak some sort settings, limit the number of Gas And Electric Bill plans, and offer a "series of user-friendly PDFs and videos intended to guide and inform the customer."(2) The chairman has even recently said that if the Compare Energy Prices can't figure out a solution, then the commission may just shut down the Power to Choose website.(3)
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