In 2014, Shell commissioned Amory Lovins to write a paper for its book “The Colors of Energy” [www.shell.com/colours] commemorating the centenary of Shell’s Amsterdam Technical Centre, then to present its thesis at the ceremony, where it was warmly received. Its thesis: energy efficiency is a huge, cheap, often expanding-returns, and widely underestimated resource. The resulting risk: suppliers can run their supertanker into the iceberg of efficiency and sink without even knowing what they hit, because they weren’t properly tracking it and it wasn’t on their chart.