Brazilians joke that theirs is the country of the future—and always will be. Likewise, solar power has always been the ultimate green technology of the future. But maybe the sun is finally rising. The photovoltaic market, though small, has been growing briskly: by more than 60 percent in 2004. Plastering your roof with solar cells now runs as little as 20 cents per kilowatt-hour over the system's estimated lifetime, which is approaching what most households pay for electricity.