Great article. Scientific analysis is solid. Understanding of American capitalism is flawed, however. >> As companies keep discovering, it really helps to run

Great article. Scientific analysis is solid. Understanding of American capitalism is flawed, however. >> As companies keep discovering, it really helps to run the numbers. As I've written about before, Pepsi discovered... >> Smart, knowledgeable execs are consistently surprised when good lifecycle data trumps seemingly solid assumptions. [emphases mine] That is naive. Pepsi is running a tight ship; they have all the numbers in front of them, all of the time; and they pay a lot of engineers a lot of money to not fall prey to "seemingly solid assumptions". Regardless of when the relevant analyses (like the Tropicana gas-vs-fuel analysis) are performed, companies will announce the "discovery" of such nuances precisely when it becomes good publicity to do so. In related reading on ignoring surrounding factors when introducing green technology, windmills destroy the environment: http://www.savewesternny.org/environment.html http://www.savewesternny.org/environment.html