… increasingly competitive player in the energy market as the technology improves and the prices drop. The challenge of widespread diffusion is now behavioral as much as economic. … project is funded by the U.S. Department of Energy (DOE) Solar Energy Technologies Office (SETO). Solar Energy Evolution and Diffusion Studies (SEEDS) … Solar photovoltaic panels … increasingly competitive player in the energy market as the technology improves and the prices drop. The challenge of widespread diffusion is now behavioral as much as economic. …