Universities have resisted commercializing technology for the greater part of this past century. Until recently, only a small number of universities transferred their technology to the public, but now commercialized science is widespread. This study explores how the field grew and how different factors affected the diffusion of this once illegitimate practice over time. Specifically, this study investigates the adoption of technology transfer offices -- university employees committed to facilitate the transfer of university technology for commercial use -- and how universities' status, identity, and exposure to prior adopters differentially motivated their engagement in this activity over time.