It is a problem if they are elderly though. Its harder for them to withstand extremes of temperature.
I think the electricity companies are shooting themselves in the foot with these very high prices. It just reduces consumption because people can't afford their service. I sincerely hope that solar technology/power becomes more affordable and mainstream so that people can afford to be comfortable.
Maybe I am just a bit bitter on this subject because I live in the Philippines right now, which is also extremely expensive for electricity. We pay $300-400 a month for a 2 bed apartment with gas cooking. We are extremely sparing with electricity use, except for the airconditioning, which really has to run at night (at 26 celsius, on a timer!) to allow us to sleep.
Often, I sit at home very hot and uncomfortable, rather than putting the aircon during the day. If I do turn it on, its at 28 celsius, which is hardly spoiling myself. I think its terrible when people cant afford to live their modest lives in comfort.