Not sure why you would "Hmm"; this verifies that the problem of rapid identification is real and present solutions are not good enough. First round awards $50K for prototyping of ten ideas. Second round next year awards $100K to ten ideas for further prototyping, and third phase that ends in 2020 will evaluate performance with three entities to share up to $20 Million for further development.
Seems to me that NNLX is beyond all this, and should be making more than $20 Million on its own by 2020.