white to the rescue

White roofs have been proposed for years as a way to lower cooling costs (Greg, Saul, Art and others including me:)  It isn't a silver bullet, but it is a design choice that can make a lot of sense. 

Now, with some publicity from Steve Chu, the concept seems to be taking off...  

It always amazes me how most people focus on energy production, when the least expensive ways to save energy are often conservation and efficiency.