He’s trying to get people to think (and talk) rationally, rather than emotionally, about energy consumption & production. He gives lots of useful rules of thumb for figuring out the possible contribution of various forms of energy generation. He’s fighting against the ‘every little bit counts’ mentality that is careful about turning off cellphone chargers but has nothing to say about (say) urban form. He’s trying to provide the mental tools for people to get a handle on their own consumption, the bigger context (in the UK at least), and confidence to decide between conflicting and confusing claims like these: “The UK has the best wind resources in Europe” (Sustainable Development Commission). “Wind farms will devastate the countryside pointlessly” (James Lovelock).