It will be interesting to see how this is portrayed in the media. In the US, there tends to be a "black and white" approach environmentally friendly stuff. You are either for it or against it. I suspect that the Republican side will gobble this up once they find it, as they are entirely anti-solar. It will be interesting how those anti-environmentalists will probably use this story to argue against solar power as a whole, completely different to what Dave is saying here. On the other hand, the liberal environmentalists in the US will likely miss the real message: "PUT THEM ON THE ROOF" and take it as an all out assault on "being green."
What Dave is doing will be misinterpreted in the US, because we prefer to start from a belief and search for evidence to back it up while Dave tries to figure out what is objectively true.