I'm thinking that the University of Guelph has developed a protein spray for cardboard. It went through a lot of research to do that. Businesses didn't ask for that, but, wait a minute, if I'm packaging breakfast cereal and I don't have to include bags in my cereal box, that would be very valuable for me, so I could pay the university a licensing fee for that. That's versus if I'm in the cereal box business, and I ask you to develop a protein spray for me and I will pay for the IP for that to be developed.
On June 15th, 2017. See this statement in context.