[tzs]

A fancy $5 coffee drink looks, tastes, and smells different from a 50 cent cup of coffee.

A kilowatt hour of electricity that came from the dirtiest coal plant in the universe and a kilowatt hour of electricity that came from whatever the cleanest source is are completely indistinguishable when they come out of my sockets and go into my appliances.

[mbostleman]

True. But people are very aware of green branding in any form that it presents itself. Idaho's population growth was 2.1% in 2018, tying with Nevada for the highest in the country. I assume this is largely driven by similar population growth in Boise in the same period which was the highest in the top 100 cities in the US by population. I don't have data on this, but given what Moody's says is the demographic driving this (tech workers from the Bay Area and Seattle), I would think that all else being equal, this green image is a huge draw for the state.