British Gas price increases have hit the nation like a hurricane, with millions of households facing the prospect of paying an average of £117 more for their energy this winter.
The announcement was understandably met with a vicious backlash by the public, with the average British Gas customer potentially set to receive a bill totalling £1,477 over the next year.
With the outrage still very much alive, here are a few examples of the popular response - as well as evidence that the simplest way to fight back is with a quick switch.
While the main story was always the price rises, British Gas also hit the headlines for opening themselves up to a tidal wave of Twitter abuse by holding a question and answer session on the social network site. A brave move when you've just announced a 9.2% increase to people's bills, and no prizes for guessing what happened next.
The torrent of abuse on the AskBG hashtag was almost impossible to keep track of, such was the speed at which people were queuing up to vent their frustration. Users ironically asked if it would be cheaper to burn £20 notes than pay to turn on the heating, while others highlighted the millions of pounds reportedly earned by the company's executives.
In among the fury was this gem from AngryBritain.com - something that perhaps summed up people's exasperation.
The reaction was somewhat inevitable considering that British Gas is the biggest supplier of domestic energy in the UK - a factor that can also explain why price rises announced by SSE last week weren't met with quite the same outpuring of emoiton. Either way, with the rest of the Big Six almost certain to hike their charges as well, we can expect a similar reaction when they eventually do.
Something else we were reminded of yesterday was that energy bills hit everyone - including the rich. Gary Lineker may have plenty in the bank, but the size of his house means it's pretty safe to say he's guzzling gas and electricity, too.
Not quite as innovative as AngyrBritain.com but reflective of the general mood all the same, here's what he had to say:
Britain's press takes its fair share of abuse for all manner of non-stories, but this time they've actually got it right - both The Sun and The Times published front pages this morning (Friday 18th) urging people to switch supplier.
Given that Rupert Murdoch's best-selling redtop prides itself on its apparent ability to win elections for the major political parties, we can only hope its message about switching household energy provider has the same impact.
Dan O’Sullivan is Make It Cheaper's Web Content Manager, which means much of his time is dedicated to ensuring we have plenty of online material to help business owners understand the energy, insurance and telecoms industries. With years of experience working alongside SMEs, Dan is committed to making life as easy as possible for smaller firms. You can email Dan at email@example.com
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