Science and technology: Sunny uplands | The Economist: Rebranding is always a tricky exercise, but for one field of technology 2013 will be the year when its proponents need to bite the bullet and do it. That field is alternative energy. The word “alternative”, with its connotations of hand-wringing greenery and a need for taxpayer subsidy, has to go. And in 2013 it will. “Renewable” power will start to be seen as normal.