A curious thing happened in the solar market in 2010. Relatively expensive modules from well-established manufacturers sold well, while less expensive modules from startup firms did not sell as well. Why did developers pay more? Modules from the established firms had demonstrated excellent, predictable energy production over many years. In contrast, startups had not built this data set for their modules. Established firms have the financial strength to replace the modules if they failed. Startups had not yet established this strength.