There's this funny thing called a 'demand curve'. Demand for a product isn't static - it depends on a number of factors. Including price. And guess what - if price goes up, demand drops.

What the truck companies have to do is try and optimize the price based on the demand curve. Yes, the price they charge goes up, but it can only do so to a point before the demand drops off enough that they lose money again. While the revenue is higher, the profit from that new price point is lower than the old one, which means they don't net as much profit as they used to.



I will say, as boneheaded as I think the emissions rule CARB has implemented is, I do applaud them for the rule they're simultaneously applying about tires and fairings. That, at least, is a step in the right direction.