[sowbug]

It's possible the CEO didn't mean that his company intended to copy the technology, but rather that it would be easy to copy it, and thus that it wasn't worth anywhere near the figures being tossed around. In that case, this wouldn't have anything to do with enforcing an NDA; it would simply mean the parties disagreed on the value of the technology and couldn't reach a deal for that reason.

The article didn't say whether the other company actually did try to copy it, which is why "It doesn't look so hard, we can build it ourselves" is at least a little ambiguous -- especially because it's unlikely that's a direct quote (might "can" have been "could"?).