If we continue to use less, and his profits' fall, then eventually he will have no choice but to reduce prices', within reason of peoples' budgeting, whereby people will be able to afford to use the British Gas installation of effective heating supply, at a lower cost.

If however, you continue to pay increasing amounts to this company, you are effectively giving this company power over your fiance, is it, the consumer is first priority, until they gain advantages over you with your own monetary funding, then its, we can do as we please, because we are financially better off, then you, the consumer, and you the consumer need this product, so just shut up and will do as we please. No, we will cut right back, to what we only need to use, prices will fall.