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It's a feedback cycle. Companies cater to customer wants. You can't convince people horsepower is cool unless they're already predisposed to like horsepower.
Look at Toyota, they've spent billions in marketing and development trying to convince people hybrids are cool. ROI took decades. Even with tax breaks from the government and help from Hollywood endorsements.
Look at the Big Three... all they have to do is slap a ton of luxuries onto ladder-framed vehicles powered by big engines and people snap them up so quickly they've ROI'd development costs in less time than it takes a teen pop-idol to go out of style.
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