It depends on the utility. In Pennsylvania, the local power companies are required to serve as distribution brokers for people who want to buy supply from a par

It depends on the utility. In Pennsylvania, the local power companies are required to serve as distribution brokers for people who want to buy supply from a particular company. This means that if I want to buy specifically from the nearby wind farm, I can do so (and I can compare price between them and, say, the big coal-fired powerplant owner in the state). Individual homeowners may not care. I imagine if Target or Wal-Mart is choosing their energy supplier, however...