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The price of Li-ion batteries, forecasted to be $800/kWh in early 2012 beat that projection in the first Q of 2012 and is down to $689/kWh. It costs 5X as much to drive with gas as it does electricity and as the battery costs drop, the payback for going PHEV or EV at say $450/kWh is a little more than 60K miles when gasoline is $3.80 a gallon. Speaking of the family vehicle if an EV is available that gets 300+ miles to a charge, charge times/devices are standardized, and the battery cost is less than $300/kWh, the decision to go EV will be easy, the decision to go PHEV even easier while the decision not to go electrified will probably be in the minority.