> I think the premise of their technology is humorously on target. I mean, there's no limit to how much you can compress things, right? :P There are of course

> I think the premise of their technology is humorously on target. I mean, there's no limit to how much you can compress things, right? :P There are of course limits to how much you can compress things, but only for a finite number of possible files can you ever prove that you've hit the limit. For almost all possible files/strings, you can't ever prove you've got an optimal compression algorithm, so if someone's new algorithm appears to work better, well, you've got the burden of proof to show you've already hit the Kolmogorov complexity of the file and they're cheating.