I feel like they've missed their market slightly though. I would think industrial uses would trump selling it as Rustoleum on the aisles of Home Depot. (For example: sell it by the barrel to pre-treat iPhones instead of advertising that you can treat an iPhone).
Considering how magical the stuff is, I'm guessing that this is in the works. Perhaps corporate deals like that are simply much harder to nail down, and the consumer launch is more to pay the bills for the time being?
Regardless, I am getting myself a can of this stuff someday to mess with...as soon as I decide on a suitable use that justifies $20...