Early demand for 24/7 carbon-free electricity is driving the adoption of advanced energy technologies, reducing costs and making clean power commercially viable. Companies like Google are investing in this initiative, bridging the gap between early investment and commercial viability for emerging clean energy technologies. By committing to 24/7 clean power procurement, companies can incentivize the development of newer energy generation and storage technologies, leading to a virtuous cycle of investment and technological learning. This approach not only reduces emissions but also helps advanced technologies become more cost competitive, with studies showing significant cost reductions for technologies like lithium-ion batteries and iron-air batteries driven by carbon-free energy commitments.