The primary challenge is to demonstrate how the proposed system works. This involves cooperation among potential stakeholders, private and public, to refine the idea and commit to demonstrating it. Multiple types of business opportunities exist within the system, but they are interdependent, and no one constitutes a startup opportunity without all the others. Cooperation would involve many and varied participants, but stakeholder roles are readily identifiable and participants would be motivated by commercial advantages attached to being members of an early development team. There is no chance of eating healthy food if advertisements highlight food sources that are high in sugar and fat, and in unhealthy portions. Policies around limiting unhealthy advertisements may take a long time and due to lobbying, may not follow through.