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PR? Hidden subsidies? Lucrative maintenance contracts? Desperation for revenue in a competitive market? Overly aggressive sales staff? Contract loopholes for cost overruns?

High risk, high reward investment by individual actors who don't have to answer to boards and regulators.

I think they mentioned there isn't any support from the government involved.

^ this bot knows what's up.

My guess: looking at the curve, and when they'll actually have to purchase the PV panels (a few years from not), things will be actually cheaper.

They will is they get subsidies to do so.

They mentioned there aren't subsidies involved. It looks like they're trying to beat the curve.