Dave, I agree - that's why I suggested that awareness initiatives "risk" encouraging people to do the wrong thing for the right reason.
So rather than having a global event that draws attention to the problem - again - it would surely be much more productive to raise awareness of consumer actions that can have a real long term impact. As one post here points out, large TVs use more power and they do that all year round, not for one hour. So why don't consumers buy smaller TVs? Because they don't equate large TVs with higher energy usage - or they think their one TV won't make a difference.
Well, there are thousands of small individual consumber decisions that can make a difference. Maybe the message that needs to get across is that it's not what you do during Earth Hour that matters but what you do for the other 8,759 hours each year.