Dame Anita hoped L'Oreal, which makes Maybelline mascara, Lancome skin cream and Armani and Ralph Lauren fragrances, would be able to bring its technological expertise to Body Shop's food-themed products.

FORBES: Roddick Promises No 'Selling Out' In L'Oreal Sale

Afterwards, when the crowds had dispersed, I met up with Anna Maria Arabia, who heads up the nation's peak scientific body FASTS (the Federation of Australian Scientific and Technological Societies).

BBC: Canberra's season of protest

"The Human DNA in one single body can store around 300 times more information than we store in all our technological devices" according to Dr Hilbert.

BBC: Global data storage calculated at 295 exabytes

So it should come as no surprise that neither the Legislative body nor the Executive Branch intuitively understand how entrepreneurs think or how best to drive technological growth.

FORBES: Washington D.C. Needs More Entrepreneurs

At the same time, Bouvard said, installing a new, reliable ratings system will take time, both from a technological standpoint and in terms of getting a methodology that will satisfy advertisers and an industry sanctioning body.

FORBES: Magazine Article