Since consumers obtain less satisfaction from buying more of the same stuff, the rewards dropped for each extra purchase they made, from 120 points for the first unit to 80 for the second and so on up to a maximum of four purchases per round.

ECONOMIST: Economics focus

And much share ownership, in that Anglo Saxon system, is parked in mutual funds, unit trusts, insurance companies (where they back insurance policies) and so on.

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"Also, light levels are currently increasing year on year and so it would be reasonable that the unit cost of PV generation will decrease in the future, " he said.

BBC: Importing solar energy to Britain from abroad

So to fix this, we focused on slowing the company down and learning our unit economics.

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The company says it has 750 customers using cars on its networks so far in Israel and Demark, though the CEO of its Israel unit, Moshe Kaplinsky, said in an interview last month that 4, 000 vehicles will be on the road by mid-2013.

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