It's marketting leading the way. The actual "science" and engineering can be done later, with some "boffins" and some hand waving, the important part first is getting customers for investment, because of course, all problems can be solved with money, thinking really hard, and technology.
It's a common formula used many times - including Ubeam, with the difference that, Ubeam isn't complete pseudoscience, its just impractical.