Why go forth with these "futuristic" means of optimizing/compressing current formats, when these said, current formats will with all likeliness be abandoned soon enough in favor of something better? It appears as if this company's business idea is entirely redundant. After all, shedding the past in favor of the future is the exact history of all we've done in computing since... since... since before dinosaurs died.

I fail to see the point of this in the light of a much smarter idea: keep this approach in mind when developing new formats. Maybe I'm just not thinking outside the "boxeola" enough here... (or maybe I am?)