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Yes, but eventually there is a point where you put more money into research than the results of the research is saving.
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These vehicles already exist, the bulk of the initial resarch has already been done. Gotta "iron out the kinks" at bit more, but so what? They've been researching to improve the combustion engine ever since it was first invented.
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People don't purchase Humvees because they're cheap. It wouldn't matter if they only got 1 mpg, people would still buy them as status symbols.
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Sorry, I probably should have said SUVs aka "light trucks".