Here's someone from the InventWood team talking about the product, uses, future, and more at a trade show.
They show a hands-on demo of the wood product and give an animation of the process.
The talk is pretty illuminating. They think this will even be used in the automotive sector in places where carbon fiber is currently utilized.
This is way better than the press coverage and actual website.
However, I lost all hope (of the little I had) after their sales rep said they "densify" their wood. My dude, if you need to spin so hard you pull out a thesaurus for "compress" it's not a great look.
You lost hope because they used an industry standard term?
E.g. it feels along the lines of "we didn't just heat it, we THERMO-MODIFIED (tm) it." No matter they mean the same thing, doesn't the second one just sound cooler?!? /s
Same ilk as "deconstructed" food, "artisanal" crafts, "synergy", ...
Same with any product that is over or deceptively advertised.
If their stuff was good, provably so, then they'd prove it on their own merits. They wouldn't need to fill a website with 99% AI slop if they had anything else of any substance.
Or, it's definitely possible I'm in the % of people who is overly sensitive to bullshit, and I fall outside the target audience of their AI slop. Similarly to how spam emails include typos to filter out people who are actually paying attention.
Say what you will about the website but the video is a pretty reasonable sales demo.
Unfortunately every profession with any depth of knowledge will have jargon. Even house staff at a restaurant will talk about 2-tops and 4-tops, etc. It's just jargon, or better yet, convenient abstraction to describe the problem space these people live and breath.
If you use too much jargon, people outside can’t understand what you are talking about. If you use too little jargon, then whatever you are talking about will be too vague.
in a mechanical sense, a compressed object goes back to normal when the stress is removed, unless you break it. if the work piece did not go back to its original shape, you arent just conpressing anymore. eg. you are likely "cold working" it instead.
if youre applying heat, you might be "forging" or "casting" while applying that compressive force.
theyre all quite distinct
Projects just make it a lot further that way. The consumer wants to believe. The doer has to believe. The invester will take a hit on the cheek for the moon.