A hybrid blimp rotorcraft or "helicraft" is not a new concept at all, and, in fact, there have been many dead-end endeavors, like the Piasecki Heli-Stat in the 1980s. The timing might be just right, though, for the JHL-40, considering rising fuel costs and numerous eco-friendly initiatives. Boeing, in charge of development and building, and SkyHook, in charge of maintenance, operations and servicing, anticipate having the airship commercially ready by 2012.