Rhinos are in serious trouble. Some scientists estimate that by 2020 (keep in mind—this is only five years away), rhinos in the wild will go the way of the dinosaurs. This has already happened to some Rhino species. In 2011, The Western Black Rhino went extinct.

Why? The animals are being poached to death. That’s not really surprising when you consider that rhino horns are—unbelievably—more valuable than gold. The horns sell for a whopping 100,000 dollars per kilogram in Vietnam, according to The Atlantic.

In Vietnam and China, rhino horns are used for medicinal purposes. It’s a fraudulent cure all for everything ranging from cancer to erectile dysfunction. In fact, beer made from rhino horns is even believed to cure hangovers. Ridiculous, right?

“Every time I drank alcohol, I’d go home and grind the horn and drink it,” Bui Thanh, a 65-year-old Vietnamese government official, told NPR . “An hour later, I’d throw up and feel sober again.”

Of course, Rhino horns are not only coveted in Asian countries but also in the United States.

Most recently, Texan millionaire Corey Knowlton paid $350,000 dollars to shoot and kill a rhino in Africa.

Something has to be done to stop the madness. That’s where the Seattle-based Biotech company Pembient comes in. Their goal is ambitious. The startup plans to genetically engineer fake rhino horns and flood the market with their product, undercutting poachers.

According to an interview with CEO Matthew Markus in the Smithsonian, Pembient will “use yeast engineered with genes to produce keratin” (the protein found in Rhino horns as well as human hair and nails). The final 3D printed product will be genetically similar to real rhino horns.

Visit @Biofabricate_ to see replacement rhino horn grown by @pembient in our Design Lab sponsored by @autodesk pic.twitter.com/eMYhdl2iYc — BIOFABRICATE (@Biofabricate_) October 19, 2015

So far, the company hasn’t printed a full horn. And their impact on the market will remain to be seen. While their goal is commendable—Can it really stop the illegal market trade? Or is education the answer?

Reddit users, of course, shared their own amusing ideas on how they would improve Pembient’s product:

And others think that Pembient’s product wouldn’t impact the market at all:

Some users were less cynical: