Mycorrhizae are pretty darn cool. Two kingdoms of life abandoning a history of distrust to form an intimate partnership and solve a Hard Problem. It's symbolic.
"experiment.com" sacrifices the neat science and the symbolism. The only appeal I see is utilitarian. Given their difficulties with "Microryza," I understand that this is enough to motivate the change, but it seems like the opposite of cool and quirky.
Huh, I hadn't made the connection to mycorrhizae. I just read microryza as straightforward micro-ryza, "small root", with a meaning of building up science from small contributions. A pun on myco (fungus) vs. micro (small) totally went over my head, if that was the intent...
http://en.wikipedia.org/wiki/Arbuscular_mycorrhiza
"experiment.com" sacrifices the neat science and the symbolism. The only appeal I see is utilitarian. Given their difficulties with "Microryza," I understand that this is enough to motivate the change, but it seems like the opposite of cool and quirky.