Smart and important people, labs, companies...have more opportunity to engage in things than they have capacity. So when a top notch person, lab, company takes you in to their portfolio it's after some level of due diligence and a feeling that THEY could benefit from the association as well. $2mil is not a lot of money in the sphere of spending that is represented by that collaboration. I think it is simply the admission price, nothing more or less. I'd rather see them spend $2mil on THAT than ads, PR, IR etc. There will be hay made from this investment in the form of credibility, exposure, and data. IMHO.