I'm for this personally. Reminds me of the new F1 regulations and i'm hoping that manufacturers and designers will work harder to squeeze every last drop of juice out off stuff while getting the energy consumption down.
A kettle and hair dryer are extremely efficient.
Usually electronics waste a lot of energy as heat, but that is the purpose of a kettle and hair dryer!
Considering a hair dryer is ~2000Watts, and I (if I owned one!) would use a hair dryer for ~2 minutes, that would use 0.067kWh, which is around 0.01 PENCE.
You could spend millions of pounds trying to improve the efficiency of a kettle, but the fact is you cannot, because the scientific thermal equations need that much energy to raise the water temperature. Almost no energy is wasted from a kettle heating element.
A better effort would be to ask why all streets are lit up light Christmas trees all night long, or why the fat skank down the road has to drive 1/4 mile to the shop.
The problem is that everyone has so many electrical items. I am on my PC with two screens. I also have a fridge freezer that is always turned on, gas fired heating etc.
The comment on powerful kettles is hilarious. If you lower the power of a kettle then it takes longer to boil - The same number of kWh will be used!
The funniest thing about the whole lot is the 'use' of the kettle is not the problem, it is that it is made so cheaply and really cannot be recycled. If it breaks or even gets a crack or scuff you throw it into the landfill and buy a new one for £4.99.