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this seems to be one of the central challenges; a lot of these projects involve extremely high overhead costs and no guarantee that they'll generate a *marketable* solution cleaner energy, better batteries, and ethical meat are all very possible, but feasibility ≠ funding
I really think this is going to bloom in the next few years. A lot of companies have started putting people on this internally ("we want to spend $xM or xxM on this, where do we put the money?") just in the last year
A big problem is connecting funding to researchers via grantmaking that doesn't reward stupid hoop-jumping and outright deception, but having met some of the people who've started working on the business side I think the level of competency is much higher than one might expect
this is encouraging, but it sounds more like budgeting for corporate vanity/pr projects (i.e. look at our triple bottom line) than a fundamental change in the economics afaict climate-friendly innovation is going to have to do it better *and* cheaper than status quo solutions
this is a daunting prospect, and i genuinely hope that this skepticism is misplaced
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