Of all the objective and subjective metrics a home coffee drinker is trying to optimize, never once have I heard anyone care in the least about the watt-hours consumed during the brew process. "I really wish I could drink coffee at room temperature all the time and save a penny on electricity while doing it!" Someone will do the math, I'm sure it's not exactly a penny.

TL;DR: Aiming for a high-volume industrial goal, tone-deaf to coffee enthusiasts.