That is exactly correct. The media doesn't care because there is not as much sensationalism with energy efficiency as compared to new products and processes for alternative sources. There isn't that much money being allocated for efficiency; so, it is not news.
The device, EcoPower 4, that I shamelessly self promote:) could make most homes and businesses more efficient in electricity use. There are some requirements to determine how long R.O.I. would be, but it has additional benefits as well including using "green" manufacturing and protection of electrical and electronic equipment. You can check web site www.activtek.net and then get back with me if interested.