emotion and energy
There’s something strange about expectations for people when they purchase energy-related products. There seems to be an implicit assumption that they do this purely for financial gain. When someone buys, or discusses buying, solar panels, home energy storage, or an electric vehicle, everyone asks them about return on investment. It’s the critical question, as if there could be no other possible reason for buying. This means that potential investors cannot imagine anyone purchasing a future product if it doesn’t offer a short payback period to the consumer. This seems sad, as there may be great energy-related products which do have other benefits — perhaps resilience to power cuts, reduced carbon emissions, a sense of being sustainable for future generations, a quiet car. With investors seeking ROI, these products may not be developed or deployed. Why is it that people are so fixated on payback when it comes to energy? It’s not because it’s a large purchase. If I buy a 60inch fl...