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From what I understand, it's not so much the subsidies, but the leasing models introduced by SolarCity, etc. Efficiency is now high enough that these companies are paying for the installation upfront (which was a major pain point), and the owner buys it back, sometimes completely with the money saved by adding the panel. I posted an article a couple of months ago about SolarCity trying to create an investment vehicle out of these leases, probably because raising cash is a bottleneck.