For the little transistors, “being a 1 or 0” doesn’t cost energy, “becoming a 1 or 0 after having been a 0 or 1” does. Think of it this way: the 1 and 0 state are like a ball lying on either side of a hill. It is perfectly content to lie around there. To make 1 from a 0, you need to push the ball up the hill, and when it rolls down the other side, it needs to stop and stay in its new place. Its energy is now the same as before. All the energy you put in must have become heat through friction with the ground to stop the ball when it rolled down the hill. This is not exactly the same as a 1 and a 0 for a CPU, but it shows that you can change things around, and all the energy you put in just becomes heat.
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