Pros
The technology is cool, and could someday change the way many industries work. If they can see it with a camera, they can, at least theoretically, measure or detect it.
Cons
Much of the technology is not invented yet. Sales are made by convincing the client that their solution is done frequently, or just a variant on an already proven solution, but in reality they've never done it (and nobody else in the world has either). So projects balloon into huge "R&D" costs and missed deadlines, trying to actually perform. They manage to convince customers to pay, at least a portion, up front, which behind the scenes gets used to complete previous clients' orders, just in the nick of time. The CEO is brilliant when it comes to the development of the technology, but causes a lot of issues by extending his decisions beyond his area of expertise. They also have some very strange ideas about compensation, not in a good way.