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I'm saying this truck is to conventional for some. Make fun of the Walmart concept but it will do what I say. It is not all about the money to a ton of companies out there, at least not all about the money involved in getting stuff from point A to point B. It is about creating an image that will later separate people from their wallets or direct special deals from the government to them or even direct penalties to their competitors. Walmart has the money and resources to say push for a 20mpg truck fleet mandatory for all companies with 100+ stores. You absorb a loss for awhile while competition folds under the pressure. Then you can offset paying $1 million per truck by jacking your prices in the absence of competition. The side benifit of a rolling freak show truck with your logo on the side and everyone knowing you are the company that lobbied hard to save the planet is just icing on the cake.
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