Their idea is that they'll dump their product into places where rhino horns shows up (e.g. in hair conditioner in SE Asia), which would then bring prices down f

Their idea is that they'll dump their product into places where rhino horns shows up (e.g. in hair conditioner in SE Asia), which would then bring prices down for the real thing. Rhino horn is mainly keratin with extra hormones, which can be readily recreated. It's really fascinating, and similar to the arms race in detecting purity levels in drugs. Also, mobs and stuff too make it pretty exciting and non-typical 'startup' work.