This one is like a lot of technologies: can they get it to work and get it to market before other technology makes them obsolete. While their goals are ambitious and there is obviously will be a huge need for their tech, other technologies continue to approach this problem from different directions. Whichever one or two are first to market with the solutions will probably win.
Again, unless something wholly new comes along and makes this particular product unnecessary. That's the risk...
Good write! It definitely IS nice to learn about what's out there.