Very cogent point, as it seems one of the threads of the article is about reining in ambition - hence, as you note, innovating through looking acutely at the problems to solve. In line with scientific approaches, repeatability is critical. Getting lucky once? Put that champagne away! Wisdom - knowing which spots to hit, why and how - is not gestated by throwing cash and minds at a problem, in my opinion anyway. It&#x27;s about taking all kinds of disparate inputs, making often unexpected mental connections and relationships, and somehow seeing a way around the problem. In my experience, that&#x27;s usually in the shower.<p>It is also not lost on me that using his personal means and keeping the company &quot;scrappy&quot; has enabled the longevity thus far. That, and pursuing grants in the narrow field where there still, well, there&#x27;s still money to be obtained through such channels (not true of all sciences in the US). This article is probably the closest thing regarding &quot;hype&quot; in the business plan. I doubt there&#x27;s a marketing budget in that warehouse!