The Rising Influence of Rising Affluence

[OakesCS]

I tend to agree with Dew's caption. The general concept is simple but seems that dealing with the chemistry is much more complicated than folks anticipated. I don't think the chemistry is particularly complicated but it doesn't seem to have been thoughtfully considered in many cases. There's a word or two for that... Folks in the oil industry are fond of reinventing wheels that have been addressed long ago in other energy sectors.