Skink or Swim

There's a lot of hype surrounding a company called Rinera Networks, who are supposedly making video carriage over the internet more efficient. Since some basic principles dictate that networking can only be optimised in limited number of ways (particularly under the constraints of IPv4), is this just another P2P company, or is there more to it ? If you know more, let me know.

Whilst on the subject another P2P company is entering this increasingly crowded space. Skinkers'(yes, that's really what they called their company) spin on it is that they use push technology and are, apparently, going to make a major announcement at NAB about work for a UK broadcaster.