... the social display value of the pick-up truck is having the pick-up truck ... and of course there are material advantage in the snow belt comes when the snow hits the roads and then starts to pile up ... and of course, for a small fraction of the buying public, they actually have things to put in the back of the pick-up truck to carry around.

If the feedback device is just there, rather than being an optional extra, then everyone who buys the pick-up truck will have the efficiency of their driving staring them in the face, and some will use that to drive more efficiently. Since 30% gains are possible, average gains of 5% to 15% seem quite plausible.


I've been accused of being a Marxist, yet while Harpo's my favourite, it's Groucho I'm always quoting. Odd, that.