Conventional U.S. reservoirs were once the gold standard for the oil and gas industry. But a commonly held notion today is that "the easy oil from conventional reservoirs has pretty much been found." Maybe it's time to reconsider that assumption, however. After all, we've known for 100 years or more that shale rocks are oily. So why did it take us so long to get around to developing shale plays (unconventional oil and gas)?
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