Nice of you to admit that JBI will be the best P2O company in the world at least, which is quite obvious from the test results. Marketing - we will see although it should sell itself to JV partners and the rest will be company owned and marketing will not be necessary to reap the rewards of the fuel being produced.
The Betamax competitor was VCR, not DVD. But you offer an interesting illustration. There seems to be general agreement that Betamax was actually the superior product, but because it was marketed badly, it failed.
Having the "best" plastic to oil extraction method won't insure that it'll be a success for whoever does have that best method.