Ann: Successful Completion of Commercial Reactor Test Program, page-8

They are not selling vacuum cleaners. That is not how industrial players implement a big process change like this.
There has to be a compelling business case backed up by evidence. There has to be evidence of the product quality and commercial markets at an appropriate price. The customers need and internal imperative to go ahead with this significant change.

The company has been following the industrial process playbook and has relationships with major industrial producers. They have had people on the ground at trial sites such as Fortis BC and have created compelling evidence that the process is sound and economical as well as it working for the local conditions in Canada. The commercial demonstrator has exceeded performance expectations and current cost models for the products (graphite in particular) are advantageous..

The investment cycles of the customers will be part of the puzzle plus an internal understanding of the commercial advantages of the Tech (particularly logistics and cost). The simplified carbon capture is the cherry on top but in the current political climate, the value of the H2 and C products are where the company is focused

The first is always the hardest. The pipeline is already healthy and others will come once commercial outputs hit the market.