Ann: SiNTL Program Records Continued Cycle Life Progress, page-2

One thing I see all the time with technology-centric companies, and I've seen a lot of them, is that the companies often focus on the technology only. They seem to love the complexity, seen in the gobbledy gook of hi-tech words and jargon, and product names. The more complex and esoteric, the more they seem to be enamored with their stuff. Forgetting that the majority of investors are not technocrats. they are people who want to know does this stuff have a market, will it sell, when will you sell it?

An example as far as I am concerned is this press release by 14D. Who cares if the product is called SiNTL, what ever that means, and who cares about 530 mAH/g versus 550 mAH/g, even if we know what an A is and what a H is and what a g is. Who cares. And for the life of me what is a silicon nanoparticle?

A simple sentence for someone other than those writing this for themselves like "our most recent tests with GWU is on target" tells us what we want to know.

So I searched through the doc bypassing the jargon to learn any commercial news, the stuff that matters, and even in the section "From Performance to Commercial Readiness" tells me nothing. The paragraph is a repeat of the technical descriptions, as if the author of the document cannot get away from it. Usually a symptom of two things, an author who is one of those technologists in love with their invention, loves throwing the lingo at us plebs, and one who knows nothing about commercialising technology. No sales and marketing skill, no communications finesse.

Then the section "A Market Moving Quickly" is the sort of general market summary usually reserved for an IM or a business plan or a prospectus. Nothing specific to 14D and its product and near term markets.

I cannot think of a simple alternative sentence to encapsulate the commercial value in the announcement. Because to me there is none.