I'm sure the technology is not a gimmick (see also theother thread on this topic). But, there's a long way to go between great idea from doctoral work and marketable product. Generally speaking, good scientists make bad CEOs. I worked for one several years ago - a brilliant scientist (he's actually turned down three different US presidental administration offers to head up the NIH), he decided to take a great idea and start a biotech company, which subsequently folded. There are success stories out there, too, though - the lab in which I did undergraduate research (at Cal, btw - Go Bears!) had a postdoc with a great idea, who built that idea into a biotech company, Affymetrix, that is the dominant player in gene expression analysis (and currrently has a $0.5B market cap).


So, hopefully this technology makes it to the marketplace - but as of now, the website is primarily hype, and looks like a VC teaser (i.e. something to generate buzz - which it has - and more importantly, venture capital funding).