Let me give you an example. In the US, what are the main marketing messages with regards to encouraging diesel over petrol? (fuel costs, environment – exactly the same as the Hybrid that’s coming out – that’s what people care most) Why else do you think Europeans compare the fuel saving to the initial premium of a diesel car over a petrol? Another example: You have a choice to purchase a solar panel for your home. What are the things you need to consider before purchasing? Obviously how much cost saving would amount to and compare to the price of the solar panel. Hybrid cars are no different. I don’t care whether the panels are using materials from the moon or the latest technology embeded inside the panel. Most consumers care about their pockets, including me. I am willing to pay a little more for environmental preservation. But don’t charge me an initial premium of 100000 for a long term saving of 10000 and tell me that I am saving the rain forests and the ozone layer.