Schumpeter called it "creative destruction", that is the old technology gets destroyed by a wave of innovation. Solar companies in the US are already going door to door pre solar power, they pre contract retail supply before they even build the power plant, you gunna buy power from "Dirty Brown Coal Power Co" or "Sunpower Inc" , the old power companies are dead meat, marketing and brand are going to enter the arena, you wait they will all starting playing green card really hard, to do that they need access to new technology and new methods, if you can turn the entire outside surface area of a building into power generation then "Dirty Brown Power Co" looses market share , they might keep their exisiting revenue streams but they wont get the growth. If you a building products maker like Corus you turn virtually everthing you produce into a power generating products.
Power generation will become distributed, if you ahvnt got a grid infrastructure, then you need to produce it close where you need it.
They ship there their dyes to 2000 universtities around the world, students use them in their research, they partner commerically with many of these so they benefit from any breakthroughs, if they like a particular scientist they bring him on board with stock options, they clearly want to own the space, the have often state we want to own the "3rd generation market"
Its a brilliant systematic approach to the market, think about it if Corus jump on board and start manufacturing massive amount of building products covered in dyesol what choice will Corus's competitors have ? and the patents are brilliant they are virutally patenting nature by replicating photosynthisis in nano crystals.
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