Yeah, sorry about missing the intent of the joke :) I'm cynical enough to think people'll just take pot-shots at scientists playing outside their perceived core

Yeah, sorry about missing the intent of the joke :) I'm cynical enough to think people'll just take pot-shots at scientists playing outside their perceived core expertises just on principle. Not that I'm a scientist turned startupper or anything. Anyway, it's a pretentious name, but I think it's a bit like "systems biology" (biology done by physicists). If physicists do it, they like inventing a new name. Of course, there's masses of that kind of thing, and I guess I'm a bit more sensitive to it than most; the research I did when I was still a researcher could have been called quantum chemistry, solid state physics, materials science, or what it was actually called (theoretical mineralogy) and still have been the same damn thing! (Predicting how glass works.)