There is no shortage of smart people looking at these problems, but they are generally academics and it is more difficult for them to take action on their ideas, because they lack the money to implement them at any scale that makes a difference. If Google can help out and make money back off their work, more power too them.
Proving the feasibility of these ideas is enormously valuable, because once proven these investments pay off., it becomes easy for others to put their own money up.
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