I'm certainly not trying to be controversial but to use your own words snezzer, we need to look at the NR on it's face value.

And on that basis it is hard to say that borne is "reaching and biased" in his interpretation.

"designing an innovative new process" VS "tweaking of a process flow sheet"

Clearly the company is saying that they are in fact "designing an innovative new process". This is not to cast doubt on whether they will succeed but only to say that there is a big change from " tweaking of a (existing) flow sheet"

The companies own words mean that they have had to change course. So if that is what it takes, it is what it is..