Kann showed an average $3.50 per watt costs for residential systems, broken down into its composite parts. He said, "There are some pieces of this that are sort of ridiculous. The soft costs in particular are completely crazy for solar in the U.S. We're still at over $2.00 a watt on average for soft costs for residential solar, and particularly, customer-acquisition costs, which on average are [around] 43 cents a watt. (Actually, if you look at SolarCity's earnings, they're at something like 60 cents a watt and flat.) It's not falling. Those are crazy-high customer-acquisition costs. The customer-acquisition cost for competitive retail electricity is the equivalent of 2 or 3 cents a watt. It's nothing compared to this, so the first thing we can do is figure out radical ways to get soft costs down."