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Are you referring to the green energy providers that have been marketing and recruiting new customers a lot lately?
Pro
Those alternative providers are precisely the ones I'm referring to - I've seen them at pharmacies, grocery stores, online ads, all over the place with little pop-up stands trying to get residents to convert to their service. Increasingly so over the last 2-3 years.
From what I've seen, they're taking advantage of naivety right now and luring in people with claims that their power is sometimes cheaper than the default source, but it seems like that's rarely the case and it's often significantly more expensive. Some of them are green-energy providers. They're probably all listed online bc of anti-monopoly laws like you brought up, but if there's a ton to choose from, I can't see how anyone would make an informed decision without outside information.
If you're well-off and can afford to pay more to alleviate your conscience and kind of help subsidize our transition to greener power, please, go for it - but otherwise it seems mostly guaranteed to lose you money, so don't do it if you plan to save on costs.
Pretty sure ConEd is still likely to be the cheapest option, unless you can find data from a specific provider to indicate that you'd be saving some money. But electricity is electricity, the only real tangible variable is price.