All investors are looking for high returns and minimal risk. Solar PV in the UK can be considered as such a good investment in the UK; indeed, its characteristics are compelling for investors and consumers alike. With guaranteed index-linked, tax free feed-in tariff payments for at least 20 years, onsite renewable energy generation, lower energy bills and reduced carbon emissions one would expect thousands of people to be waiting in the queue for a system and all installers to be booked out. But the opposite is the case. There is little demand in the whole market. All installers are lowering their prices hoping to attract customers, but the demand is almost not picking up. This blog post examines why this is the case.