Entrepreneurs in industries tied to the energy efficiency gambit, justified by the climate change House of Cards, all have the same false bravado: they are “game changers” and “market leaders” (for products nobody wants); all their squandered revenues are “investments;” their technological breakthroughs are always “just around the corner;” and it just takes one more round of mandates/grants/loans/tax breaks to achieve viability in the free market.
It’s true of renewable energy and electric vehicles, and as Cree Inc. CEO Chuck Swoboda (in photo with President Obama) revealed last week, it’s true of the alternative light bulb industry too. In a shareholder meeting at the company’s Durham, N.C. headquarters, he boasted about his marketing acumen that he says will persuade the public to embrace Cree’s light-emitting diode (LED) technology and abandon the traditional light bulb – which consumers will soon have no choice about. The meeting featured some new Cree television commercials, with one titled “Eulogy,” in which a spokesman buries an incandescent in a field.
“We are changing generations of belief about lighting,” Swoboda said.
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