From end of PIC magazine, Sureshs words: 

"The platforms and products that are adopted now are likely to be the de facto choices for chipmakers for decades to come."

That is what this company is trying to do, it is not about short term revenue, it is about proving a platform to propel the integration of photonics into the mainstream of data movement. And from FJs commentary this platform can integrate components better than anyone. That is the advantage. 

If successful, it will be the standard. If not it will be nothing that is the reality of the situation.