ed dineen is ceo of sell lure ya. 35 years experience in the petrochemical business, joined by david baker of the san francisco chronicle and hannah kuchler of the financial times. considering i got a c in chemistry, talk to me about is this chemistry is this sort of alchemy, something nobody's ever done before or somebody who knows petrochemicals gonna say i know what he is doing? >> the chemistry is actually old. it's been around 40 years or so. and the industry worked on it 10, 20 years, you know, so 20 years ago and was not successful in developing the technology. so we have succeeded by new innovations, nanotechnology, high through-put screening, applying existing technologies to that same problem and as simple az it sounds, thoroughly defining the problem, so it's been around but sal lure ya's been successful in breaking through and developing the technology. >> oftentimes, technology, when it moves forward, doesn't move forward with a eureka moment at a chalkboard. so, this is a step-by-step, we are just applying more modern technology to something somebody tried 20, 30 years