. >> reporter: avalon executive david swisher likes what he sees. >> what we're finding is that this ore-body is expanding exponentially. it's just getting bigger and bigger. we don't know where it ends. that's the exciting part of it. >> reporter: exciting because while rare earths might be a little known. they're becoming more crucial by the day. in particular because of the very lightweight and highly heat resistant qualities they give to magnets. you'd be surprised to know how previous... prevalent magnets are. they are in our cell phones and laptops. our military technology depends on them for missile guidance and secure communication systems. >> their gasp electric.... >> reporter: but perhaps as important these days is that rare-earth magnets are an indispensable ingredient in the green technologies central to our alternative energy plans. >> if you're going to make a wind turbine you need rare earth magnets. if you are going to make a hybrid car of the current type, a full hybrid such as the prius, you need a rare earth magnet. >> reporter: jack once lived a quiet life resear