Switching Costs, Personal Identity and the Difficulty of Switching to Solar

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Self-interest, which does not necessarily mean selfishness, is the primary motivating factor in decision making. When properly stimulated, well, people will buy almost anything. Case in point and rhetorically, who really needs a Bugatti, a Rolls Royce or an Alfa Romeo? Owning one of these vehicles implies something about the buyer though the real point is transportation. Somewhere along the line the need to get from point A to point B began a status game and people who could afford to pay the price (or, go into debt) began plunking down money or credit for the privilege of opening very expensive car doors.

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