If It’s That Good, Why Aren’t They Doing It Already ?

When discussing Renewable Energy technologies with associates, acquaintances and relatives, I often hear tones of scorn and the invariable question : “If it’s that good, why aren’t they doing it already ?”

This anti-sense meme from Classical (Neoliberal, Chicago School) Economics boils down to a perception problem. The obvious reason why Renewable Energy technologies are not already widely in use is due to the first-mover problem – it takes time to establish and roll out new technologies. People just don’t like change. And they have to get over the “investment bump” – spending the money to install new technologies.

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