Hmmm, so what's a good mechanism for routing around moral hazards like just making the customer pay for the fuel?
We see lots of models for corporate raiders using loss leaders to attack bloated industries, but not much else. Also, with technology, the actual cost of development is extremely murky and variable. The only things that seem to motivate loss leader tactics is the end game of cornering a market.
In the case of SkySails, ship owners are averse to the up front cost, even if it means leaving money on the table, long term, by keeping their prices the same, but saving the fuel money with the sail, and pocketing the difference.
So, push to integrate with newly built ships, and then what? Offer freebie/rebate deals? But then they never get used because crew are lazy, and bored, but not that bored, and lazy wins. Plus dealing with tangled lines means the kite is all but ruined without a rigger available. So does that mean training at least one crew member to rig the kite?
It seems like maybe SkySails would need to operate a consultancy, where they supply a crew member who operates the kite on commission, collecting a cut of the savings in fuel costs. Then it becomes not unlike the vending machine model.
Companies permit vending machines on the premises, because they know employees want snacks, so they let a coin-op company install soda and candy machines, and they get a cut of whatever the machine pulls in.
So now, if that works, and then SkySails attacks the ship building angle, they've grown an ecosystem of consultant experts, and some of them can operate as free agents, once ship builders normalize SkySail integration as a common well-known add-on to maritime operations.
Sounds like a business odyssey, thinking it over, but with decades of quiet patience and dedication, maybe it'd work.