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It's really a simple thing -- value is a matter of perception. The best concept in the world is no good if it is not perceived as having value.
Money, for example, is no good if people don't perceive it's value, as witnessed by the fact that in many non US countries like Cuba the US dollar is the preferred currency since no one sees the native currency as having any value.
Gas mileage is no good, if people don't see it as a valuable part of an automobile, and choose to buy large vehicles that get 10 mpg, instead of compact cars that get 3 times that, or even vehicles that don't run on gasoline.
Perception is reality in many cases, not because it supports the facts of the situation but because humans are not driven by facts alone.
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