Ann: Wesfarmers Group business Decipher integrates 3DP Technology, page-26

During the recent fireside chat with Rob Newmann (NEA CEO and 3DP shareholder) he noted something along the lines of ".... it is not always the best product that wins the race, it is the best executed business plan....". He has personal experience of this from an earlier startup that he eventually sold.
No doubt this message has been drummed into Ian Olson's ear during the last few years.

So even if 3DP's product is just on a par with a few other's out there, I think they have a head start in the race based on the skill/experience/success of the management/shareholder team.