Very cogent point, as it seems one of the threads of the article is about reining in ambition - hence, as you note, innovating through looking acutely at the pr

Very cogent point, as it seems one of the threads of the article is about reining in ambition - hence, as you note, innovating through looking acutely at the problems to solve. In line with scientific approaches, repeatability is critical. Getting lucky once? Put that champagne away! Wisdom - knowing which spots to hit, why and how - is not gestated by throwing cash and minds at a problem, in my opinion anyway. It's about taking all kinds of disparate inputs, making often unexpected mental connections and relationships, and somehow seeing a way around the problem. In my experience, that's usually in the shower. It is also not lost on me that using his personal means and keeping the company "scrappy" has enabled the longevity thus far. That, and pursuing grants in the narrow field where there still, well, there's still money to be obtained through such channels (not true of all sciences in the US). This article is probably the closest thing regarding "hype" in the business plan. I doubt there's a marketing budget in that warehouse!