Software that is more efficient with the network and CPU is also cheaper to run. So the incentives are generally aligned. When I deploy a system I want it to run on 5 servers not 50 for cost reasons not because I'm being green. If I'm being green by accident, that's a bonus.
I'm glad on the "measure" side it gives examples of how to measure (though I can't vouch for how good they are).
But really, as a web app developer (which is most of HN, I think) this doesn't apply "too" much beyond just increasing hardware efficiency which you'll want to do anyway. It intuitively seems graphics and GPU heavy apps are the biggest offenders.