This decade will be known as the reverse innovation.. make the crappiest product you can get away with and then improve upon it little by little, while raking in top dollar.. Microsoft is famous for their "BETA TEST" operating systems making them BILLIONS in the 80s and 90s
You could say Apple does this in style asking $600 as msrp for their POS, but this retro innovation trend (no, not making products look like the past, but making a Piece of Shit and then improving upon it little by little and making boatloads of money in the process).
If innovation was bleeding edge all the time, OIL companies would be out of business by now and you'd have virtually free fuel (or at least dirt cheap). People are brainwashed with propaganda to believe in apathy, loyalty and ignorance. What do you think makes up the world today?
The value is in the price you pay, not actually what the product is worth.. Apple, like Microsoft before it preys on apathy, loyalty and ignorance.
Even though oil companies have a virtual monopoly, they're betting that most people won't build or buy themselves an ethanol still to make fuel grade ethanol. The ignorance and apathy is that gasoline can skyrocket to the moon and people are ignorant and apathetic to the fact that they have better choices.. this is where brainwashing and loyalty come in.. so in this respect, Oil companies are not much different than Apple..
BTW, when gas becomes $5 a gallon again, this becomes viable, even if you have to convert your car to ethanol.