you may recall the e. coli outbreak in europe a few months ago. so the personal genome machine was use today very rapidly sequence that pathogenic e. coli bacterium, obtain the full sequence so that a screen could be rapidly developed. so the utility of this technology is it's very, very fast. >> host: so is this technology on the market? >> guest: so we're taking orders right now. from customers. >> host: such as? >> guest: such as, again, premarely biomedical researchers -- primarily biomedical researchers. we expect to be in full commercial race by the third quarter. >> host: so, dr. scott, how are you funded? is this a venture capitalist type funding? >> guest: oh, no. we are, um, we are listed, we're a public company, so, yeah. so we're -- >> host: life technologies is the name of the company. what's the scientific american that you have up here on your -- >> guest: yeah. so at this booth we were able to have a very, i think, productive partnership with scientific american both in terms of this particular booth, but also this terms of some ot