To a fault, some might say. That's their business philosophy and I fear might have contributed to the failure of their plasma TV division (marketing was lackluster, to say the least), which interestingly (and sadly) ended in 2013 with their final award-winning models. This was after at least 10 straight years of losses in that division, so it was inevitable. This battery venture came at just the right time!Like I said, Panasonic is being very, very conservative.