They may not have implemented it, but they now know a) what's possible, b) one possible way to achieve the goal and c) how much effort is involved. I think the

They may not have implemented it, but they now know a) what's possible, b) one possible way to achieve the goal and c) how much effort is involved. I think the article misses the point as research often yields an answer that isn't a winning business proposition (at least at the moment). I'd love to know whether there were any actions taken based on the contest.