Kwik Trip (a convenience store in the Midwest) recently announced it would be installing free electric vehicle charging stations at 25 stores in three states.

Critics were quick to point out the outlets only provide 110 volts—which won’t power a call for very long.

This is true but it misses the broader point. Both rechargers and batteries are only going to get better and, as they do, Kwik Trip will have positioned itself to benefit from the growing number of electric vehicles that will soon populate the road.

To better understand the opportunity, read this post on how small trends can quickly explode.