Governments have put billions on the table for CCUS. Developers are walking away. Denmark committed DKK 28.7bn to a competitive tender and most bidders withdrew. Norway has the most advanced CO₂ storage infrastructure in Europe and almost no capture investment beyond its two flagship projects. Sweden's reverse auction has delivered results, but only within narrow limits. This presentation uses the Nordic markets as a live case study to argue that the design of support schemes matters as much as the money behind them. Drawing on evidence from three markets with serious ambitions but very different policy approaches, it identifies what is actually holding projects back and what closing the gap between CCUS ambition and delivery will require in practice.