It just shows you that unless the financial side makes sense, no matter how good an idea something is, it's unlikely to happen. Incentives from the government help in driving deployment of these projects, but really it needs to stand on it's own two feet. What I found really interesting about this short study is how important picking your market and location is when margins are small i.e. large companies that want to show off their green image and in states that offer the largest financial incentives.
America is a nation of pavement. According to research conducted by the Lawrence Berkeley National Laboratory, most cities’ surfaces are 35 to 50 percent composed of the stuff. And 40 percent of that pavement is parking lots. That has a large effect: Asphalt and concrete absorb the sun’s energy, retaining heat — and contributing to the “urban heat island effect,” in which cities are hotter than the surrounding areas. So what if there were a way to cut down on that heat, cool down the cars that park in these lots, power up those parked cars that are electric vehicles (like Teslas), and generate a lot of energy to boot? It sounds great, and there is actually a technology that does all of this — solar carports.