Well I'm loading up either way, I'm halfway across the world from Canada and I heard about EW through a local market forecasting group. So obviously their name and tech is well known.
But you're right, they need good pub and to make a deal. Any deal. Just to prove they're in the mix and not on the outside with nifty fringe tech looking in.
I think this has potential to be a disruptor if it takes off.