EcoTech's innovation was in discovering an efficient way to by-pass the rubber's elasticity and flexibility by controlled freezing. Freezing the rubber suspends the rubber’s flexibility and makes it brittle like glass, without harming the physical structure.

Although the industry has understood this concept for years, it has faced challenges in effectively implementing this approach. This was due to the high amounts of energy (over 880 Kw of energy required to produce 2 tons of liquid nitrogen, whereas Ecotech uses 100 Kw to freeze the same amount of rubber) and costly equipment of existing cryogenic/freezing methods which require extremely that render it commercially unviable.

The most common method to freeze rubber to date is using 2 tons of Liquid Nitrogen to freeze one ton of rubber. This two tons of liquid nitrogen per ton of rubber being frozen, is very costly and exceeds $650 to freeze one ton of end-of-life tires (not including safety, loss of LNG in transport, and other costs). Moreover, the current process considerably reduces the quality of the rubber, since the freezing process is intense (over-freezing), whereas Ecotech's freezing process is completely controlled.