. >> one of the prizes that you've reported on before was the oil cleanup prize that wendy schmidt funded. it turns out between roughly 1990 when the exxon valdez occurred in alaska and the bp spill spurred in 2010, the cleanup technology had not changed. why is that? why isn't it getting better? why can't we clean it up faster? it turns out when the oil spills occurred, the local companies would hire the fishermen to clean it up faster and faster, but there was no innovation there. we ended up funding a $1.5 million prize that wendy -- >> they couldn't get the spill dealt with. >> it was crazy. >> james cameron had just joined our board of trustees. many if you can just double the rate of owl spill cleanup you would earn thes 1. the $1.5 million. top 10 teams went head to head, the wing team increased it 600 percent. six fold increase. why wasn't that done years earlier. >> by the world's largest companies with engineers. >> there are market failures. sometimes i define the expert as the person who defines it as something that can't be done. we'll go to the nonexpertsd exerts -- nosh exp