Eco Event #4 Efficiency = More consumption?

I just read this article and it's somthing that I think is a great point that I have considered before and that i think should be more widley talked about. The article is basically proposing that becoming more efficient may just make us consume more. In the article the writer of the article bases this on the coal and computer industries.What I have thought all along and what this writer is saying is that in order for efficiency to work, we cant drive twice as much because now our car uses half the fuel, if we want efficiency to work we need to learn to control ourselves and do what we need to do, not everything we want to. This doesnt mean stay home! Dont go out! SAVEEEEEE. But it does mean that we need to stop being wasteful and start being EFFICIENT.