MCE operates under a unique model: Community Choice Aggregation (CCA). They don't own power plants or transmission lines. Instead, they pool buying power across 38 communities in Contra Costa, Marin, Napa, and Solano Counties to purchase cleaner electricity at competitive rates. When customers opt in, they stay with PG&E for delivery but choose MCE for generation. It's a surgical strike on the monopoly model—preserving infrastructure while redirecting generation dollars to community-controlled, renewable sources.

The data reveals a fascinating search war. 'MCE' alone drives 18,450 monthly searches—more than half their total traffic. But the real battleground is 'PGE bill' (14,250 monthly searches) and 'PGE rates Marin' (410 searches). This isn't accidental. MCE is intercepting customers actively searching for their monopoly competitor, positioning themselves as the alternative solution. With 45% direct traffic and 42% organic, they've built serious brand recognition without traditional marketing spend.