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It's 1 thing to discuss engineering that very few of us would be willing to adopt out of personal interest, and another to discuss engineering that would have appeal to the masses.
Hersbird brought up the fact that any pickup can have a tonnau added, but what percent of people will have a tonnau added? The fact that it's built into the design of the CT gives it the advantage there. Efficiency and utility are baked into the design, something which most consumers will not mess with.
Design should have an efficiency focus, but it's also got to appeal to the consumer. The most efficient design in the world means nothing if consumers don't buy it.
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