This article from today spells out the problem and how they are approaching it. We applaud these efforts.
On the other hand, we are tackling this from a much more controlled stance. River Partners is going to be restoring the land around rivers and streams in California. They are not going to be controlling the milkweed.
That's a key difference between what we are going to do and what they are going to do. Additionally, River Partner Ventures is a large nonprofit organization. This certainly will limit them in terms of commercializing milkweed into sustainable products.
All that said, this article is worth reading.