"Your argument seems to say thst once the first toaster was...

"Your argument seems to say thst once the first toaster was invented it was all over, no one else need market a different toaster because the first one made toast in 3 mins and the toast was brown"

What I am trying to suggest is that market penetration will be much slower and harder, if there are established market participants.And there seems to be a growing number of companies establishing a presence in POC testing.
If Anteo have enabled Philips to have a commercially viable product as is claimed, then maybe releasing it as Mark 1 and getting some market share and then come out with Mark 11 the much improved version with all the bells and whistles later.
Just thinking out loud and all in my ill considered opinion of course.