I am a bit perplexed by this. This product will effectively...

I am a bit perplexed by this.

This product will effectively compete with a number of similar products from some VERY large companies. You can buy magnetic beads from

lifetechnologies (now Thermo Fischer)
pierce (also now Thermo)
Sigma Aldrich
Perkin Elmer
etc

I get the idea that MixNgo is supposed to be better but that's some very serious competition.

To me it would have made more sense to take the chemistry to one of the above and liscence it rather than reinvent the wheel and then take on industry giants.

Can someone explain the strategy here?