The ranch or the clorox?

That falls within what I said. The only reason anyone drops prices is if it means the increased number of customers translates to greater profits.

But lately, lack of competition is pushing equilibrium in the favor of the ever decreasing number of corporations. I wish we (in the US) would have some serious trust-busting coming from our government. It would solve so many problems...

But if they're cheaper to produce, as the article claims, the manufacturers have more flexibility in price. They'll want to move towards the market equilibrium with the highest profit. Which will probably mean lower cost to capture a greater customer participation.

I expect the hype would be enough to keep a relatively high consumer demand. And if they aren't efficient enough to pay for themselves in energy costs the producers can always greenwash/pr some extra demand. And if they are large enough could push for tax credits on these too.

I am also left wondering if they'll be efficient enough for residential use (doubt it for a long time). Maybe they'll only ever make sense for large corporate buildings.