Yes, but they are arguing that using the invisible fence wire is too costly/difficult for a lawnmower. I can see that argument. A basic consumer lawnmower is

Yes, but they are arguing that using the invisible fence wire is too costly/difficult for a lawnmower. I can see that argument. A basic consumer lawnmower is probably $200-600 right now. An installed pet fence is quite a bit more. Also, installing a pet fence, e.g. across driveways and paths can involve asphalt/concrete cutting, and a bunch of trenching. That is the kind of thing that even if you're willing to pay may have you say that it is just not worth it, compared to sticking some stakes in the ground. The market is interesting here; you have to have someone who will spend enough on a fancy lawnmower, but not so much that they would outsource it to a landscaper.