I love the spider web trick - :)
A number of presenters at the recent Behavior, Energy, and Climate Change Conference (BECC) in Sacramento would agree that peer pressure is a huge motivator, especially for Democrats (see my recent blog entry, "Democrats More Prone to Guilt").
But I agree with Michael Stewart that $ may be an even bigger motivator. If the price of oil, gas, and electricity went up by a factor of 3 next year, there probably wouldn't be a need for a BECC conference.
Steve, the spider web trick was one of the first things Tony Woods taught me when I started learning and writing about home performance years ago. It's very true, too. Since we sealed our house we have almost no webs.
Going back to the peer pressure as motivational tool, has anyone ever tried using that kind of messaging in a neighborhood where a job is just completed? I'm seeing a lawn sign put up that says something like 'This home is now 20% more energy efficient thanks to XYZ company.' You'd need a really satisfied customer who liked talking to the neighbors to pull it off, though.