Rebound effect - Do we appreciate more efficiency in different services?

rebound effect is increased level of energy services (and energy consumed) in response to efficiency gains
(e.g. buy a Prius, drive more km’s). Based on this study, the rebound effect makes up to 30% more consumption in different services. It seems that the appreciation of better efficiency in social behaviour in direct with these services is ignored. Maybe it is time to think twice about it?

Useful energy!

So apparently only about 37% of the whole energy consumption is useful, and the rest is lost! This is not considering if that 37% portion is actually useful or it could be more efficient.