If I put myself in the shoes of any well-known memory chip...

If I put myself in the shoes of any well-known memory chip manufacturer and I saw the potential of this ReRam, the first thing I'd want to know is: Can we make it on our own equipment. The second thing I'd want to know is: Can we tune it? The third is: Can it be made even more efficient by reducing the cell size. If all that was positive and proven then I'd go to my software gurus or my firmware gurus (OS) and ask: can they create a new or modified OS that by using this ReRam memory would save on power and by how much.
After all that due diligence, depending on the results, I'd make an offer.
I'd guess that some of the due diligence can be demonstrated by IMEC.
The whole time I was doing that, I'd want no mention of what I was doing because it might tip off some other very powerful competitors that they need to get in on this.
Just another speculative post.