The authors make analysis of the socio-economic collision between power generation and ecology. Russia enters the world market in the period of global and local ecological ill-being. The following eight dimensions of the problem have been reviewed: uncontrolled growth of population, limited earth resources, life standards and ecological crisis, national/ecological interests and power safety, eco- and power regionalism, religion and ethnoses (demography and energy reserves), eco-sitting of power installations, sanitary guidelines and standards and the reality.