I would quietly work the project, building up my own inventory of critters so that even if I sell a few here or there (and be very picky about who I let into the project if it's something really cool), I can still be ahead of the game than the others.
I'd probably only let females go to begin with, so that someone doesn't jump in and start banging out a bunch of them with a male to try to make a quick buck (again, where being picky about who you let into the project is critical).
If it's really a game changer "new morph", and you founded it - you really want to be sure you know everything that you can about it and what it can do so that you can better market it.
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