One example of this would be the development of promoters that are specific to a particular tissue, e.g. muscle in humans. By allowing genes to be expressed in such a particular fashion then new products can be developed. Examples are new human gene therapies for muscle-wasting disease, which will not affect other healthy tissues of the organism.
Synpromics' business model is to create libraries of synthetic promoters in collaboration with partners and receive license and milestone payments and ongoing royalties subsequent to their integration into products.