I'll tell you what it costs, it cost your reputation. When you tell your family and friends that this up and coming company says they have the next best thing, and it's ready for production. Then as those people start to put their hard earned money in to it hoping that you're right, they realize after a few months and years that this company was nowhere near the point at which they stated. They watched as this company floundered like a fish out of water. Hopefully, with the help from Dr. So and So(sorry I forgot his name), the mistakes of the past are gone, and we are moving with the wind to are backs.
I don't disagree with anything you say. I do think there others who are sitting and waiting to see if it is real. When it is proven that it is then anything goes (in terms of a-listers).