Earlier quoted context omitted.
Hah! A Jevons Effect[1] in a web site's bandwidth! [1] When an increase in the efficiency with which a resource is used causes total usage to increase. https://en.wikipedia.org/wiki/Jevons_paradox
I'm not sure why this gets a special term. It sounds like basic supply and demand. If you decrease the price of something by increasing the efficiency of production, you will obviously capture more of the demand curve. What am I missing?
The paradox is that they tried to reduce demand to reduce consumption, but accidentally reduced price, so increased consumption.
The bit you're missing is that duality, that an action intended to reduce demand could reduce price instead. Applying rules of supply and demand happens as a step after categorising the action, that the action was miscategorised led to a misprediction.