Tech companies would love to spend less on data center site servicing. However, the actual needs of their application infrastructure and in-company SLA demands make things like aggressive power management and virtualization secondary efforts to the meat and potatoes of operations work-getting new or improved infrastructure up, running, and available for application teams to work with with the uptime demands that are needed.
I work with data center guys from the healthcare, finance, and retail industries quite a bit, and virtualization is always a "that would be nice" thing way behind high availability ,near-transparent disaster recovery, capacity and network upgrades, and integrating new products and appliances into their environments. It doesn't help that capacity issues right now are best addressed by "throwing more hardware/CPU/memory/an entire additional infrastructure layer" at things.
edit: I do think that this kind of journalism is the best way to get the status quo changed. IT departments and tech companies aren't going to do it themselves.