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The energy crisis that plagued the U.S. during the 1970s were most visible at the fuel pump due to the fact that the major industrial countries of the world faced substantial petroleum shortages and elevated prices. Events in the Middle East triggered the cease of oil exports to the U.S. for a brief time and electricity bills skyrocketed. President Nixon tried to urge the country to conserve resources and develop new sources of energy. As energy prices increased and technological progress failed to mitigate the higher prices, customers quickly became disenchanted with the utility system. The average customer paid almost double in 1977 what they paid in 1969 for electricity. The slogan of “Turn off the lights!” was a call for conservation, both in energy and money.