The founder of Efficiency 2.0, Tom Scarmellino, sat down with TechCrunchTV this week to talk about how his company motivates consumers to curb their power-hogging behavior at home, and what kind of impact that makes from an environmental perspective. A New York City cleantech company, Efficiency 2.0 runs loyalty rewards programs on behalf of its clients, big electric companies that are legally required to convince customers to use energy more efficiently.