GRAEME COOPER Oh, it's a really good question. I think from my perspective, you can either force people to do something in which case they object or you show them an alternative and they take the step forward themselves. I use the example.
We talked earlier that my early days in the building telecoms networks. When I built telecoms networks, we didn't even have text messaging, right? And I use the example of a smart phone.
Nobody thought about a phone not having buttons and just being a screen. And then somebody showed us something and we went, Well, that's brilliant, right? So, I think part of the transition for me into EVs is, don't force people to do them. I mean, you need some certainty. That's why we have an end of sale. But show them, learn, talk to somebody who's charging their car, hire one, experience one and you realize how good they are. So that's how you tease people into that.
We already see a huge interest in people looking to get into EV. But what I also want to pick up on, you said the complexity around for the time of use and those sorts of things, but let's liken it to something else.
Back in the day, if you wanted to fly somewhere, there was one price for a flight from one place to somewhere else, and then someone like EasyJet, Ryanair had low-cost airlines and then you had surge pricing. So, if you want to go at a popular time, it's more expensive. If you want to go cheaply, you go at weird times of the day. We are actually used to the basis of surge pricing. Well, energy is exactly the same. So, I think the best way that we can help people in the transition is show by doing, show by experience, and then liken it to something that they've also done before. And then it's not so scary. The transition is, you know, people just naturally fear change. But if you can show them how they've been through this change before and the world is still okay, then it's quite a good way to do it. I'll show you an example.
I remember was it 14 or 15 years ago? Europe said, we're going to ban the sale of incandescent light bulbs. And everybody had an outcry. Oh, we're going to be in the dark! This is terrible! But today we're all sat here in light. It just happens to be an LED light bulb. And we've taken nearly 10 percent out of our peak demand for energy. And so, I think some of the transition that we're looking at, people fear it because they don't understand it, but actually very quickly, I think over the coming years, having an EV will be normalized. Now you'll talk about having a red one or a blue one. You won't talk about it being electric. It's just at the moment, we're still in the very early adopter stage. I mean, in the UK, about two percent of cars on the road are an EV, so we're still early adopter.