Google to play clean power broker

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Search giant Google on Tuesday pledged to spend hundreds of millions of dollars to make renewable energy cheaper than coal.

The effort, dubbed RE<C (shorthand for “renewable energy less than coal”), calls for Google to invest in companies developing clean-energy technologies and for Google itself to next year invest tens of millions in research and development in renewable energy.

Technologies created by Google will likely be used by Google, whose data centers are voracious consumers of electricity. The company envisions either selling electricity from renewable sources or licensing technology on terms that would promote broad adoption, according to company founders Larry Page and Sergey Brin.

Its overarching goal is to produce 1 gigawatt of electricity from renewable sources–enough to power the city of San Francisco–faster than the current pace of green-technology development.

“The main crux of this is that we believe that you can do it cheaper than coal…and we want to make it happen now,” said Page, Google’s president of products. “Most people who are doing this now are trying to do it less expensive than people before, but they are not trying for that goal which will have a significant effect on the world.”

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  1. they just know how to market themselves:)

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