Freeze, I don't think 3DNA is in general a competitor to M&G,...

Freeze, I don't think 3DNA is in general a competitor to M&G, it's an amplification system to magnify the size of a response once an antibody captures the target molecule. You certainly can't use it to coat test surfaces for a myriad of other applications. Indeed it's only recent that ADO have been talking about Amplification techniques.

Having thought a bit more about the 3DNA deal, and this is entirely speculation, a major problem with amplification is that you have to have minimal background noise, if a false binding event occurs (all antibodies will have some degree of affinity for non target molecules) and then is amplified you get a false positive result which can be disastrous (think about the stress caused by a false positive pregnancy test, or cancer screen!). I wonder if M&G is key to helping control background noise?