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I don’t think they believe that it has to be cost effective. There are two kinds of energy efficiency; the economic objective and the “green” objective.  It is possible to have a combination of the two, but the green objective alone is unencumbered by the need to be cost effective in the normal economic market.  In reading the link about the inventor, it becomes obvious that this is a case of marketing “green.”  The green objective does not require cost effectiveness.  In other words, the green objective can be met by a means of energy use reduction that costs more than the energy saved.  This is because the objective of green is to reduce CO2 emissions in order to save the planet, as opposed to saving money.  From a marketing standpoint, the idea is sold on the premise that everybody needs to do their part for a greater good.  Doing your part comes at a cost.  And since the objective cannot be measured, it is free to become more of a feeling or style as opposed to a hardcore engineering benefit.  It is free to be whimsical and mostly symbolic because it is the idea that counts.  So it spawns inventions such as putting a propeller beanie on your head to generate electricity while riding a bicycle.
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