Over 4 years ago, it sounded like science fiction to me, when I heard at our Global Demand Conference that solar was sold in Japanese electronic stores, right there between the Hi-fi stereo´s and PC´s. Then Walmart put ´backup kits´ and DIY solar sets on its shelves. And now, when I opened the flyer from my local electronic shop in the Netherlands, it screamed at me “Profit from the sun!”, “It will turn your meter backwards!”. I think we're getting pretty close to reaching the masses.
So it seems we´ve tackled the ´marketing problem´ of 2009, but now the next barriers for wide adoption to overcome are the irreversibility of the investment, and the uncertainty in net benefits. Easy enough, right?