01
Keep it free
Most of what is wrong in this industry runs on people not knowing how it works. You cannot fight that with an argument. You fight it by handing people the thing itself, so they can look inside and see for themselves.
That only works if it is free. The moment there is a price on it, the people who most need it are the ones who do not get it, and the gap you were trying to close gets wider instead.
So I open source it. All of it. Open source the tools, open source the research, open source the world.
I will never sell that.
This costs me money. The lab runs on my paycheck and the tools I write get used by people who will never know my name. That is fine. It is the entire point.