Agreed, even things as simple as telling which way your roof is aligned / fall, confuse people these days, I'd also guess that not too many people can tell North from south or east from west unless theres a roadsign Stating "the North" (our busy lives)

..& so failure may often start at the first awkward step.
I'm wholly in agreement that someone needs to stand up & state the fits line of PV V's thermal / payback as that's how it's all seen ..financial, & the old solar egg/chicken question of payback time based on investment.