Alternative marketing thinking

A new game, named Foldit, turns protein folding into a competitive sport. Introductory levels teach the rules, which are the same laws of physics by which protein strands curl and twist into three-dimensional shapes — key for biological mysteries ranging from Alzheimer’s to vaccines. After about 20 minutes of training, people feel like they’re playing a video game but are actually mouse-clicking in the name of medical science. The designers of the game have lofty goals - help scientists understand the complex world of proteins which computers of today would take decades to decipher, by playing a game. And the participants could be candidates to win a Nobel prize. Read more.