I think you have that a bit backwards. I think you mean when the oils costs soar it becomes cost effective for the other companys to research new fuels, as the oil compnys will just put the costs onto the cost of oil and not lose anything.
The problem stems for an idea that we need a fuel in the first place as there is no money in suppling an item that is free to use, nence the move to hydrogen, it might be clean but it will still cost you to get it.
The oil/energy/fuels industrie have no reason to stop doing what they are doing as we will continue to need oil for the hundreds of products they make, lest of all to fuel transport.
This is why the electric cars are such a failure, you have to get it from somewhere, if not it is free and as there is no money in that no on wants to make it happen. Look how long they have had the solar challange going on for, and other than a supplamenty means to heat your pool it is a waste of time unless if you have millions needed to power your home.
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