I would suggest people write to the IEEE editors and explain how economics actually works.
Here's my letter
Dear editors,
His rebuttal boggles the mind and makes engineers look like they are financial idiots. I am ashamed to consider myself an engineer and you should be ashamed to publish such a primitive theory concerning his "price tag predicament". More or less his premise, is that it costs more, therefore it must use more resources. This is the most ridiculous economic statement in history and he does not even comprehend rudimentary economic theories.
I'm certain you understand economics, but in case you are rusty, here is a basic economic principles
Widgets and cogs, both can be used in product X, product X has a certain market per year. This is what we call in economics inelastic demand.
Cars, as a whole, in particular have a high inelastic quality. Sure, individual models exhibit a degree of elastic demand, but the industry as a whole does not. Cars, food, refrigerators, all of these things people need in a modern society. Per capita, essentially the same amount of cars are sold per year, give or take a percentage or 2.
Let's go back to the widget and cogs example.
I invent a widget which can be used in place of a cog.
My widgets make it easier to make Product X, making the widget uses slightly more raw materials, but it avoids alot of other energy usage in making Product X.
There is a thriving cog business and has been producing cogs for 100 yrs.
I set up a factory, spend alot of capital, and make my widgets. Now, i have to make my money back, I took the risk, maybe my widget company fails, maybe not, but I need a decent ROI or else it's not even worth it and I may as well worth for the cog company. My widgets may be more expensive, but it saves the company making Product X alot of time/money.
Now, that causes pressure on the cog industry (negotiations- hey if you want us to use the cogs, you have to cut use a better deal).
Lets say there are cog makers, some making more profit than others, this causes the most inefficient cog maker, the one who does not utilize the resources as well as the others to go bankrupt.
Profit and resource utilization is a function of inefficiency in terms if business. more efficient= more profit, less efficient, less profit. Everything going into the widget/cog is a resource; time, money, labor, raw materials, etc. If your resources are not managed efficiently, there is less profit; less profit means your company is susceptible to other competitors.
As an example, for the cog makes, a few of them could be trashing the scrap metal, while the others could be recycling it, now that it an efficiency hit. For my hypothetical widget factory, i learned best practices from the cog factories and recycle (more profit). Maybe the cog factory is an old 1900 building, they exhausted their resources around the area and have to get some special metal shipped from China, while I set up my widget factory next to my raw material supplier. Maybe the cog factory was built in Camden, NJ (high murder rate city) and the workers commute from 30 miles away. With my widget factory, maybe I set it up on the outskirts of some NH town, within walking distance for most of the workers; that's quality of life and increases efficiency.
Therefore it is the opposite of what Ozzie Zehner is saying. A new entrant into the market, when there is highly inelastic demand, such as cars, displaces an older less efficient player. Are EVs replacing regular cars, yes, they are, therefore his whole premise fails.
Ozzie Zehner assumes the following for his economic theory to work
1. Snapshot economy (all manufacturing capacity has already been built and will never decay or need any replacement, any new manufacturing capacity is ONLY counted against EVs)
2. No preexisting competitors
3. No improvements in efficiency or upgrades or if there is an upgrade to the manufacturing plant, it evens out
4. Profit is being plowed back in and the company is obtaining new sales hand over fist and not taking sales away from competitors
I hope for future articles of his you run these by industry experts, or at least read and validate his work (he cited papers in his previous article that were debunked and had to redo their LCAs) because these make your magazine look bad and make engineers in general look bad.