The announcement that pharma giant GlaxoSmithKline (GSK) is planning to spend $350 million plus to get a slice of a U.K. biotech's promising cancer drugs, on Monday, raised eyebrows for a couple of reasons.

GSK's deal with Adaptimmune, based in Oxford, involves a more collaborative approach than the tradition checkbook approach taken by big pharma to smaller biotechs, which is a growing trend as pharmaceutical companies try to spend less on risky early stage research and development.