I confess that I hadn't followed the "Project" in any detail and I suppose I was just expecting that it was, effectively, the "old" polaroid films or equivalents being brought back into production.
I can see that this new film has real possibilities in the hands of enthusiastic analogue photographers, but, given the price, the apparently tricky or critical handling, and the finished results, it's surely not going to persuade the average snapshotter to dig out his old Polaroid camera from the attic?
Not being deliberately negative, but if I were an investor, I'd be worried that there would be sufficient ongoing sales volume from the more specialist "enthusiast" users for the project to be viable?