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Electric energy: what's smarter?

Energy: what's smarter?
Let us consider two medium sized households.
One is equipped with 2 conventional electric instant showers of 5 kW each and the other with a 100 liter electric tank heater of 1.5 kW.
To heat the water consumed, both require the same amount of energy. 150 kWh/month.
The difference between them is only the power demanded from the electric utility's grid.
The one with electric (instant) showers, the demand is 10 kW for the showers plus 1 kW for the rest of the loads, resulting in 11 kW.
The other with the tank heater demands 1.5 kW plus 1 kW for the rest of the loads, resulting in 2.5 kW.
Both pay exactly the same monthly bill to the concessionaire, since the tariff is only charged in $ /kWh of energy consumed.
For the concessionaire, however, there is a huge difference - as meeting a demand of 11 kW requires an investment 4.4 times that of 2.5 kW.
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