Many customers of Southern California Edison are dutifully honoring the company’s request to dim the lights and conserve electricity, but not the folks at the international headquarters of the Ayn Rand Institute. Yaron Brook, the executive director of the group, which is dedicated to promoting Rand’s theories of individualism, said, "Expecting the American people to lower their standard of living is an immoral idea. … Conservation is the un-American idea of resigning oneself to doing less …" To which Tom Boyd, an Edison spokesperson, responded, "’Un-American?’ I’ve never heard that before."