"Texas has become a model for other regions to consider deregulation efforts."

- Dr. Ken Medlock III, Rice University

On January 1, 2002, Texas took a leap of faith. In a bold move for the largest electricity market in the U.S. and the 11th largest in the world, ERCOT launched the competitive retail electric market after the blessing by the Texas Legislature in 1999. Why would a state flip the switch on a well-entrenched monopoly marketplace? What drove Texas to empower its citizens with choice for electricity?

Made possible by Direct Energy, Choice to Choose travels back to that pivotal time through the experiences of several influential pillars who observed firsthand the momentum that built to that moment of customer choice.