"This seems to be nothing more than a sale of services where BDD is in the business of licensing its product technology and IPIX is the buyer."
I think that's right. It's too bad that the PR doesn't make it so that you (and I and maybe others) have to resort to "seems to" level understandings. Important things need to be made clear and they seem to be having trouble making that happen.
I'm surprised that there's no mention of the fact that BDD is a Glasgow Company in the PR. I think that's less than 200 miles from the IPIX subsidiary's PO Box.