this is a bit like the cosmetics industry. there are very clearly probiotic solutions to body odour that could be developed with the coins down the back of P&G's sofa cushions, but if you fix everyone's body odour, then how are you gonna sell them anti-perspirant from now till the rapture?

now, in an ideal world competition would solve this problem, but the cosmetics companies heavily collude and anti-compete to prevent this