Demand response places the "on-off switch" in the hands of the consumer using devices such as a smart grid controlled load control switch. While many residential consumers pay a flat rate for electricity year-round, the utility's costs actually vary constantly, depending on demand, the distribution network, and composition of the company's electricity generation portfolio. In a free market, the wholesale price of energy varies widely throughout the day. Demand response programs such as those enabled by smart grids attempt to incentivize the consumer to limit usage based upon "cost" concerns. As costs rise during the day (as the system reaches peak capacity and more expensive peaking power plants are used), a free market economy should allow the price to rise. A corresponding drop in demand for the commodity should meet a fall in price. While this works for predictable shortages, many crises develop within seconds due to unforeseen equipment failures. They must be resolved in the same time-frame in order to avoid a power blackout. Many utilities who are interested in demand response have also expressed an interest in load control capability so that they might be able to operate the "on-off switch" before price updates could be published to the consumers.