In one hand, while regarding the petroleum industry through the eyes of customers, customers do not buy gasoline for its taste, colour or smell at the gas station, they buy the right to drive their cars. So answering customers needs would be giving them the right to drive their cars definitively. So the future of petroleum is a fuel that eliminates the need of frequent refuelling. The future of any product is not a more technological one, but a product that satisfies a powerful customer need. Sometimes, this process can carry out companies to destroy their more profitable assets to survive at long term. It is the necessary “creative destruction” process due to the historical fate of any growth industry: “product provincialism.”