So, what they're saying is that if gas hits $3/ gallon more people won't be willing to trade in those SUV's for a hybrid? I don't believe it, I'm already seeing it in the Bay Area where everyone commutes because there is no reliable, efficient system for mass transit. If hybrids can only double market share in six years with 38 (!!) models available to the people then something is wrong. I wonder when this article was written because if Toyota makes 100k Priuses this year, I should think they will sell them all. Right now people are scared of gas prices, and with increased awareness of hybrid technology the public will realize that there is no reason not to own a hybrid. As for it not being economically good for the companies? I see Toyota stepping up production making more cars for more people who want them, not less. If they were losing that much money I would imagine they'd keep production right where it is. Besides I imagine like with many other products (such as when you buy a computer, which nets extremely low profits for the vendor) Toyota is making a lot of money off of the extra services they provide. Extended warranty? Check. Routine maintenance? Check. Repeat clients? Check. In the long run they'll make their money and the price of the technology is bound to go down and get better quickly when companies see that there is a desire for it. As a parallel, I bought a first generation DVD player for a retail of $650, now you can buy one for $30 because the demand was there to improve the technology and mass produce it cheaper. The same will happen with the hybrid systems and batteries.