In 1601, an English sea captain did a controlled experiment to test whether lemon juice could prevent scurvy. He had four ships, three control and one experimental. The experimental group got three teaspoons of lemon juice a day while the control group received none. No one in the experimental group developed scurvy while 110 out of 278 in the control group died of scurvy. Nevertheless, citrus juice was not fully adopted to prevent scurvy until 1865.
Overwhelming evidence of superiority is not sufficient to drive innovation.
Source: Diffusion of Innovations