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Same reason big oil hasnt diversified much. If they were smart they would be the ones driving this. They have capital to finding the next source and system to sell.
People dont want to change. They want things to get better but they dont want the change that comes with it.
I'm also of the mind that businesses know "if you build it, they will come." I'm not saying they should move away from gas and diesel pumps, but adding additional options does nothing but increase their profits. The trend towards EVs becoming more commonplace is undeniable.
First chain station like Loves or Pilot that puts in rapid charging EV stations will make serious bank. Bet on it.