The pilots are key. This is critical. If they don't reach an agreement, it could be the end.

Even if they convert it, conversion doesn't take place in an instant. Even that would involve some sort of a shutdown. It might be as long as three months to two years for conversion to take place.

Alfred Marcus

Large industrial buyers are no different than consumers. Consumers will say they are into [environmentally-safe] goods, but when they make a purchase they go back to price and functionality. ... Buyers have to be convinced that the product is fully equivalent and maybe even superior to its [petroleum-based] counterpart.

Alfred Marcus