A major company spending so much, even risk their reputation, on a competition in a field where computer already achieved better than human performance. I start

A major company spending so much, even risk their reputation, on a competition in a field where computer already achieved better than human performance. I start to feel that maybe the industry should start looking more on other new application of deep neural network (e.g. reinforce learning by deepmind). There is still a long way to go before we can achieve a thinking machine.