This paper aims at sensitizing stakeholders for the benefits of an end user development perspective in eco-feedback technology. Motivated by experiences gathered from a Living Lab-based design case study, we want to advocate a thinking that emphasizes end user development as a crucial part of the success of interactive eco-feedback technology. From our point of view, the field of end user development offers the potential to foster flexibilization and contextualization of energy feedback, thus improving opportunities to apply individual reference systems for end users in the situated and socio-technical surroundings of their private home.