"Never before seen optical trick" makes it sound like the company invented plasmonics. This isn't true. Using patterned structures to affect electromagnetic fie

"Never before seen optical trick" makes it sound like the company invented plasmonics. This isn't true. Using patterned structures to affect electromagnetic fields via surface plasmons has been around for quite a while in lower frequency ranges. The recent advances in nano-patterning have allowed for access to optical wavelength light. Plasmonics is a very cool field, and is likely to have many more applications. For further reading: http://scholar.google.com/scholar?start=10&q=plasmonics http://scholar.google.com/scholar?start=10&q=plasmonics