The quick answer is that the industry does not face the regulated emission reduction requirement and the consequent price on emissions that would drive it to make those changes.
In addition, there's really no mystery about those dollar numbers I quoted. A typical oil sands production is emitting 100 kilograms of carbon dioxide per barrel. You can simply multiply that by a 46% reduction, and then multiply it by either something in the range of $15 a tonne for international credits or upwards of $30 a tonne for carbon capture and storage, and you come very easily to the numbers I've stated. I don't think there's anything particularly mysterious about those numbers.