Let's put it this way: if you are a novelist, I think you start out with a 20 word idea, and you work at it and you wind up with a 200,000 word novel. We, picture-book people, or at least I, start out with 200,000 words and I reduce it to 20.
Universities are not here to be mediums for the coercion of other people, they're here to be mediums for the free exchange of ideas.
So I've learned in the past, if a company approaches me and they want something like this, or something like that that I've done and I turn them down, they're going to do it anyhow.