As the price of oil fluctuates, so does the industry's approach to moving technology forward. When the price of oil was low, many operators looked to major service companies to devise custom solutions. However, when it comes to developing bespoke equipment, they are frequently unable, or unwilling, to produce the solution. The pressure that large overheads and short-term investor expectations places on the bottom line often means that there is little incentive for the service company to develop equipment that doesn't have an immediate industry-wide market.
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