Reminds me of a story: I was in college physics in fall '89 and our professor was telling us how he and his son spent the summer in Alaska prospecting for whatever material was all the rage in superconductors at the time. He was explaining that once superconductors broke the liquid helium temperature, it was going to be a game changer. He said "If you buy it by the gallon, liquid helium is cheaper than beer."

To which a student replied "You buy beer by the gallon?"