It costs a pharmaceutical company over $500m in R&D investment to bring a new drug to market.  From a business viewpoint, any technology that might reduce this number is worth looking at, both in terms of using that technology and investing in it.  An article, Race to Computerize Biology, in the Economist says:

..."Computing joins forces with biology to create a bioinformatics market that is expected to be worth nearly $40 billion within three years." 

The size and growth of this bioinformatics market is certainly plausible given the magnitude of today's worldwide investment in new drug development. 

From a scientific viewpoint most of the bioinformatics technology listed in the Economist article [statistical analysis, meta studies, combining of separate but related databases, etc.] is well known.  So when Nature published an overview of computational biology, the 'Insight' article, Computational Biology, focused on the  modeling of biological processes on computers [ commonly referred to as in silico experiments].

At this mathematically demanding [and CPU intensive] end of the bioinformatics spectrum, multi-disciplinary scientists are building computer simulators that mimic the physiological behavior of humans, say in response to the administration of drugs.  The Economist also published an article [Heart of the Matter] on such modeling of physiological processes to better understand what is taking place for example in the human organs.

There are a host of physiological processes and an increasing number of new drug candidates.  Considering the shear number of ad hoc simulators implied [i.e. a simulator for each process-drug combination],  computer architects'  thoughts naturally turn to building a user configurable simulator platform, which would greatly accelerate the construction of specific models and the simulation of these models.  

Since bio-transport underlies many, if not all physiological processes, a Configurable, Bio-Transport Systems Simulator [CB-TSS] makes architectural and economic sense in the physiological domain.  One platform can thus address a multitude of applications, amortizing software development costs over a variety of uses.