This research paper explores the cost-effectiveness of fuel cells as an electrical generation source to provide domestic, commercial and industrial power. Cleaner Energy, Greener Profits finds that, over the next decade, the once-centralized electric power industry will evolve toward a more competitive and heterogeneous structure. In this new environment, the use of fuel cells will become economical if their proponents can capture their benefits as small, decentralized power sources. Fuel cells and other distributed generation sources require less power distribution infrastructure (wires and transformers) because they can be sited close to where power is used. They are cleaner and quieter than conventional power generation sources, so they can be located near or inside buildings where their output is used. Because fuel cells are modular and flexible in size, they don't result in overbuilding of capacity as do large power plants. Also, they can provide power with better reliability than conventional systems (2002).