This conversation will explore the topic of seemingly inevitable demand growth fueled by investments in data centers, growing electrification, and corporate procurement. How new power is procured to meet this new demand will have broad implications for emissions, costs, and grid decarbonization. One procurement strategy, hourly and locational matching, can drive significant value to clean generation and technological innovation and achieve electricity price hedging with 24/7 PPAs and hourly accounting, all while avoiding significant emissions increases because of this demand growth.