Depending on how the GMO debate shakes out, the potential could be enormous. In that time, breeders have cut the earliest commercial whites from 120 days down to 112, the maturity of 34P93. The reason progress is so slow is that the white trait is recessive, so must be worked into both inbreds. To incorporate earlier genetics, breeders must therefore cross whites with early yellows, then breed out all the yellow characteristics while maintaining the white trait. Cunnyngham and Schaafsma see another hurdle, too.
Most millers tell growers which hybrids they'll accept.
Generally, the harder the kernel, the more the millers like it. Where it's a headache for growers, though, is at the dryer. In Ontario Schaafsma found that out firsthand, as did the growers.