Let's talk about Novelty !!

My recent fellowship grant was rejected stating it is not "novel" !! What is novelty for you ?? Should a scientific hypothesis be as novel as a fairy tale. A fairy tale looks amazing, but is that real? Sorry....No fairy tale. Let's talk science.
If I would have said I would wrap platinum nanoparticles with DNA nanorods and coat the complex with self assembly peptide bla bla bla.....!! Wow. What a science. And funding is there. However fascinating it seems, it has any potential or not can be judged only after experiments.
But experiments need money. And if money is not granted on the name of "novelty", on what basis one can judge whether the idea has translational potential or not?? Research is done for two purpose : To extend an existing knowledge and to create a product.
But for the sake of novelty in just a hypothesis, does it seem to be good to add anything "fascinating" that may not result in any of the two things?? Why funding crunch is hiding behind the illogical novelty?? Why do we talk science just on surface?? We need means to go deep.
There was a great piece on this whole "idea of novelty" in a very reputed journal. Will share that below. Need your opinion on this whole topic.
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