In the mid '80s I was a telemarketing specialist. I was hired to promote a company that made molecular biology restriction and modifying enzymes. I had a database of potential clients and my main goal was to make them aware of our company and keep them engaged. If they started to get too technical I turned them over to the guy that cooked the goo that made it work.
It was a fascinating experience, I spoke to a guy in St. Louis that told me he was going to catch rapists with DNA analysis, a woman in Michigan (Monsanto) that told me she was working with hundreds of corn variants, and others . Lightwave does not need awareness marketing. Lightwave needs knowledgeable scientists that can team up with foundries and companies with specific design requirements to "make it so".
Lightwave is the only game in town. Facilitators are needed, not marketers.