Earth Hour Yawn

What's the environmental equivalent of those emails that ask you to stick it to oil companies by not buying gas on a Tuesday? Earth Hour. Started in 2007 as sort of a well-meaning placebo (think carbon credits, without having to spend any money) it has technically spread to 130 countries but the participation - people who shut off their lights from 8:30-9:30 p.m. last night - has dropped significantly, even though they claim a billion people participated (like Million Man March and Iraq war protests, knock 80% off claims).
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It's a feel-good for people who don't want to do anything tangible except be an annoyance for their kids.