Pharma's incentive is that its share price since 1950 has been dropping. Its discovery of new medicines has been dropping. It doesn't have the skill sets to work in the unknown. It thought professors should do it. So this is a relatively small amount of money for it—$10 million or $20 million—but it leverages funds from other pharma and it leverages funds from industry. It's paying $1 out of every $10 and it's getting completely innovative information and “freedom to operate” is the business word, because then they can take it and run internally.
On March 5th, 2013. See this statement in context.