Why do power companies want us to save?

[Piwoslaw]

At a local forum someone asked: Why do power utilities want use to use less electricity? In the last few years utilities have introduced energy saving programs, audits, sponsored roof installed PVs, helped replace appliances with energy saving units. Why? It's like Big Oil telling you ecodrive, or telecom asking you talk less on the phone. Are they getting a share of the new appliance market? Or is it just greenwashing? Or maybe they want to increase the efficiency of their system at our cost (we invest in new stuff instead of them in infrastructure)?