If you haven’t already, check out Slate‘s two-part series on the role of the air conditioning unit in America. The A.C. recently turned 110 years old, but its usage in this country — where 87 percent of homes apparently now have an A.C. — is still all tangled up in political and moral notions about the importance of comfort versus concerns about the environment and personal health.

It’s easy for people in the HVAC business to lose sight of some of these fundamental concerns people still have with air conditioners. If for no other reason than to just bring some of those ideas to the front of your mind during a negotiation or a sale, it’s worth taking a read. Part I is here and Part II is here.

More: How Full Maintenance Contracts Help Put Out Service “Fires.”

Click here to download a free whitepaper, “Five Steps to Make Field Service Profitable.”

ABOUT Ian Stewart

Ian is a veteran journalist who has covered sports for various news outlets. Previously, he was managing editor for an electronic-book publishing company and a public relations writer.