The point is that when mainstream ML begins to realize that there are limitations to the current cartoonish representations of neural networks, they then go back to the biology to see what they're missing.
However there are other companies, like Numenta, which realized decades ago that the current techniques will not be sufficient for general intelligence.
Numenta is not trying to emulate the brain like the Human Brain Project, they are aiming to learn the principles behind the neocortex and replicate it in software.
Again, I don't think most people know enough about the neocortex because if they did, we probably wouldn't be so quick to discard the only real example of intelligence we have.