There is a strong tug of war, not only in the buildings to grid (B2G) arena, but in all others, about whether GridWise is about controlling gizmos or about interactions between economic agents. One is paving interstates along the old cow-paths, and one is laying out a city. When you lay out a city, you never know what markets and neighborhoods will actually develop.
Those who have worked long in utilities or in building systems have a deep impulse toward the perfecting old models of control rather than laying out the market rules for transacted energy. Like a dog to his vomit...