I am not thrilled about this development. It's not that I think this scientist isn't being clever or useful. The real problem is that not all science is sexy enough to draw funding this way. More specifically, a lot of really important science does not make for a great elevator pitch.<p>Perhaps I'm oversimplifying by seeing the pot of potential science funding as inherently limited. However, I fear that if we give the public the idea that science should be funded this way, then we deemphasize basic science, making it even harder for groundbreaking work to get funded.