Here, step back from that one tree and see the forest.
The PoC was using ketchup and mayonnaise bottles. The real application is coating the interiors of pipelines and containment vessels, i.e. manufacturing, distribution.
If you're a ketchup manufacturer, and your raw goods are in vessels coated with this, as well as transfer piping, you recoup all of that material loss.
If you're a refinery, your crude just got a lot easier to move.
The consumer-facing application is just a means to differentiate your stupid product from everyone else's. Given the choice between a tube of toothpaste that requires strongman grip strength to fully utilize, or one that practically falls out... well, with the aging world population, this is easy to see as a marketing coup.