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How do scientific ideas become market products? There is probably no single pathway for such transformation. And yet, there are certain similarities in the way how advanced materials evolve from laboratory studies to being used in technology. Common steps in such progress are the enhancement of useful properties, development of the production methods, creation of industrially-relevant modification of the material itself and its fabrication process. The reason in the emergent similarities in the pathway to market is the established relation between materials supplier and the final product manufacturers. A dramatic role in such relations is played by industrial standards. The later can help, but also, if incorrectly developed, can stumble the final product development. We will study the process of commercialisation of graphene, its transformation to commodity and the emerging graphene standardisation efforts.