The price per kWh charged at the station isn't going to go down to the wholesale price. So forget that. If Volta/Shell can get advertising to work, maybe the cost to fast charge will go down.
Unless you live in California or in one of the northeastern states, the cost of electricity is a nonissue. Heck, I'm paying $0.12 kWh and that includes all the taxes and connection fees.
The cost of an EV and the cost to install charging at home are the main barriers. Frankly, a lot of folks don't have the money to install home charging.
In addition, the person selling cars just wants to make a sale. They are not going to try to talk out a buyer from buying an ICE vehicle.
On top of all that, I had to threaten to walk out of buying my used Leaf unless I received the tax credit upfront. The dealership didn't even know anything about it, and they sell cars! I had to wait an additional hour or more while the dealership was trying to figured it out.