The problem with doing it today like Kodak did it in years past is that doing it that way no longer works. That's why Kodak is bankrupt.
In years past Kodak - and the others - could afford to self-fund new research and products because film was the only game in town. Everyone's profitable product lines could subsidize development of new product lines. And the public never saw those new products unless and until they were perfect. That doesn't work anymore because that critical mass of consumers isn't there anymore.
TIP may succeed in reaching a perfect instant film. Or they may not, and go out of business. Or they may not, and stay in business at the "Lomo" level they're at right now. But funding their efforts by shrewdly marketing their research prototypes to the public is likely the ONLY way they could have made the attempt to resurrect a Polaroid-like film product in the first place. (Unless, of course, Paul Allen had off-handedly mentioned to Florian Kaps over lunch one day that he always really, really liked Polaroids...)
I seem to recall that Mirko did the same thing with the first not-yet-perfect runs of his resurrected APX400-like b&w film. It's a new world these days.