The electricity grid was designed over 100 years ago to always match supply and demand, but this leads to inefficiencies. Grid 2.0 aims to have demand follow supply by incentivizing consumers to shift their usage away from peak times, through time-of-use pricing and technologies that enable automated demand response. As renewable sources like wind power increase to 40% of generation, demand flexibility will be crucial to accommodate the intermittent nature of these resources and reduce curtailment.