Research is less about discovering the fantastic, as it is about revealing the obvious. The obvious is always there. It needs no discovery. It only needs us to take a look from a different perspective to see it. Thus, the most important challenge is not the fight against nature, but against our own assumptions. One way of fighting against our own assumptions is to expose them to other people. That is why, I advocate and practice what I call demo-driven research, a way of doing research that puts emphasis on presenting the state of research with any given chance and to any audience willing to listen.