Same problem though. Will a vendor refuse to stock a (popular) item just because it has energy consumption? Enrgy consumption is way, way down on people's priorities. Money is much higher, so if the cost of ownership of a high consumption item is noticeably higher, that can be used to discourage folk from purchasing. This is generally enforced through taxation though, as running costs aren't normally considered in purchases. There are white goods where people do look for high efficiency ratings, but I don't think they'd choose Product A over Product B if A has lower consumption and B has other features they want.
I think these sorts of releases aren't with any specific target in mind. They're just keep pushing that green agenda and keep folk thinking about it instead of forgetting. The headlines and commentaries are suitably sensationalist for this purpose. PS3 using 5x more power than a fridge?! Well, check the table. In Standby, it uses less power than XB360 or Wii - a negligible amount. So the only concern then is how much power it uses in use, and at that point no-one really cares, 'coz they're using it!
And what's the 'yearly cost'? On and in use 100% of the time for a year? That's a relevant figure for people Folding 24/7, but doesn't help determine the expense of a console in real terms.
I would love it if companies addressed power consumption as a priority. I certainly don't get why PS3 is some darned hot when idling. What happened to all that power-saving tech being talked about prior to launch? But whatever we want, fact is the market doesn't much care at the moment.