Great question. We had this discussion internally quite a lot. Since my co-founder comes from launching rockets let me use this analogy: 20 years ago Elon Musk

Great question. We had this discussion internally quite a lot. Since my co-founder comes from launching rockets let me use this analogy: 20 years ago Elon Musk was though to be crazy when he wanted to build reusable rockets. But now it works. It took a lot of smart minds, effort and money. But they did it. We believe it will be the same with cultivated meat. Completely changing a system, in our case food system, is always a risk and a bit crazy. We agree that the hype is not great. We don't want to make to bold promises. But we do want to change something and we will work hard to make our part to change a system.