Looking at his LinkedIn profile he's also the director of a consultancy, so he might be a contract resource at which point he's been there since 2015, which is a bit long for an outside ir35 resource. Pure speculation of course.
But that's not a value proposition, that's just comparing cost to effort which tells you whether you can make money doing it. The value proposition is whether spending £70 prevents you spending a lot more than £70 to find products that work, and it does, unless you happen to have lucked out on an ideal product already.
Is that an automotive fuel cell? If it is then i'm not surprised we're not involved in it, it's not yet (and maybe will never be) our niche. Being on the hydrogen council will get them involved in the general direction of hydrogen, but probably not in individual projects.
Surely they'd want to buy out at as lower cost as possible, so once they understand that there is a need to be satisfied by msys, but before there is real progress.
The amount of the market needed to make a material difference to us is tiny. So new tests cooking out all of the time is in our favour, there are no established brands or brand loyality, no moats, to cross.
MrA, I thought it was, and If I thought they would not have considered these things, I would not be here... As I suspect many others would not be here. Back seat driving when you have maybe only 5% of the information that the company has, is kind of pointless.
If you created a mechanism to store carbon there's inherently no value in being able to do that. However selling that as a service to carbon producers, at less than the cost of any fine/charge they may receive, makes it tradeable. That's just the way that anything is given value.