DNWL said it best.....see if I can add here without insulting that post which was very concise.

As much as PTK won't require a ton of marketing to sell its products. You still want to have a roll out campaign and a consumer education campaign, to go hand in hand with eventual "Powered By Poet" on every box, or product out there.

If David wants to supplant Goliath, then substantial pre planning will be afoot, and will involve all the tools, metrics and methods out there. I strongly suspect the video produced is but a pre cursor to larger things. Even though INTEL is in many products, they still market themselves in conjunction with their partners marketing.

We are all in for a treat here as we will not only bear witness to a major disruptive shift in a whole industry, we will also see David take on Goliath.