Those who follow the US agriculture sector are constantly seeing news about innovations coupled with partnership and acquisition announcements. It can be hard to distinguish technological breakthroughs from hype. We hear swirling promises, feel lingering uncertainties, and yearn for demonstrated technological proofs. How do ‘cold hard facts’ really affect the commercial trajectory of a new class of innovation? And how can investors and industry players ‘read between the lines’ to understand what’s going on?