Where is the IP?

I’m looking for investment opportunities in irrigated agriculture and associated agtech. In doing research on ROO I’ve been in touch with some horticultural industry people involved with building some of the biggest greenhouse infrastructure projects in Australia. They have been incorporating rootzone heating systems into their builds for many years but have never used the Roots solution and don’t see any reason to pay for a proprietary system that doesn’t appear to deliver any additional value or saving. So it would seem that the technology uptake issue may not be related to awareness of the core concept. The implication appears to be that ROO is not viable for commercial operators, only ‘hobby’ farmers. What is the key value proposition that the Rootzone IP offers?