Suppose there was a rally driver who would claim that rally cars could go much faster if they were always driven in reverse. He did some rudimentary experiments and might have found a significant improvement. The general public and other racing drivers, who in my analogy can all be wonderful people but happen to know little about the mechanics of cars, are naturally enthusiastic: a potential breakthrough in driving! But clearly we need more experiments. So other rally drivers get to work: they set up an elaborate system with ropes and pulleys so they can reverse the driver's position in the car and run a car as fast as they can, but in reverse, on a test track. What do they find? Sadly, their answer is somewhat inconclusive, probably negative, but perhaps the test track had many bends. So they would like to repeat the experiment on a track with a few more straight segments: they write grant proposals, build a track, and plan other test runs... and all the time their progress is eagerly followed by the general public.
Now suppose you are a car mechanic in all this. What are you to do? This cannot work! It flies completely in the face of the way cars are set up, not to speak of the disadvantages in air flow. So you can loudly dismiss the claim as preposterous early on, but then you will be called a pessimist and the public point out that at least the rally drivers are trying something new - what the bleep have you been doing all this time? So you just wait the whole thing out, see it come... and go.
I guess I should at least be happy that I did not buy any shares in EnDrive Inc?