Electricity deregulation brings competition to the marketplace by un-bundling functions traditionally served only by regulated utilities. It gives consumers the advantage – and the ability – to shop for the optimal electricity product, whether based on low price, price certainty, or other factors important to energy buying decisions. Historically, utilities owned and/or controlled the generation, transmission and distribution, and supply of electricity. Today, in markets where deregulation exists, customers can now choose their own electricity supplier – either purchasing from a supplier affiliated with the local utility or through another licensed energy provider like Think Energy. The transmission and distribution functions are still regulated and, as such, are still controlled by the local utility.