Its about the market, not just technology. There is appetite to reduce emissions now that didn't exist even 10 years ago. If they can reduce fuel consumption 2

Its about the market, not just technology. There is appetite to reduce emissions now that didn't exist even 10 years ago. If they can reduce fuel consumption 20%, maybe it's not a unicorn but it'll (hopefully) make some money. Also it gets creative people with novel motivations some real experience in the space, maybe they learn something and maybe they iterate.