Energy Deregulation and Market Competition Competition with strict regulatory oversight promotes innovation and affordable energy. In order to attract customers in this competitive market, energy suppliers must provide the best possible service at the lowest possible cost. This is a major improvement over the old, monopoly-driven energy market, which provided virtually no market incentives for the protected energy suppliers to innovate or lower their costs and rates. If you are fortunate enough to live in a deregulated energy state, you can shop around for the lowest rates. EnergyRates.US is a primary source for trusted, reliable energy suppliers in the United States.