Eh - the problem isn't intractable. Consumers do change their behavior when they are communicated with properly, and the technology has reached the correct infl

Eh - the problem isn't intractable. Consumers do change their behavior when they are communicated with properly, and the technology has reached the correct inflection point. It's possible battery tech never gets to the point where it has mass-market appeal, but I don't see any reason to assume that will be the case in the long term. The iPhone is a great example. We had PDA's for a long time, but the tech wasn't quite good enough for mass adoption until the iPhone. On the consumer communication front, Apple pitched the iphone as three different devices that consumers could instantly understand: 1. A better music player 2. A better phone 3. An internet communications device. Critically, once Apple educated people on how to think of the new product, they were able to drop that messaging and move on.