unlike a companies idea of ROI, when it comes to something like....say.....redesigning a showroom, how many more customers will it attract, how much more revenue, how long will this showroom stay current, will payback justify the expense ?(after you consider all the variables and risk they must subject themselves too) Retrofitting a building with a life expectancy of 40+ years is a no brainer!!! The cost is easily justifiable when you look at the life expectancy vs. payback argument, not to mention incentives that will be persistent for the foreseeable future. I agree they should expand, but do so at someone else's expense. Tell another company to design something we can sell with every unit, I promise you companies would line up willing to donate there time for such a project in the hopes they can be an OEM manufacturer for water furnace.