Hey! Don't shoot the messenger. I was quite surprised myself, that ASF actually got this thing off the ground.(posted 8355 days ago)
When it was previewed at Photokina it met with so much scepticism that many reviewers thought it was some sort of hoax.I do see a sinister long-term anti-film, or pro-digital, agenda behind it though, because the process seems quite ludicrous from any other perspective.