Alginate, from which AlgiMatrix Matrix is made, presents a very hydrophilic surface, and lipid-containing cell membranes and even molecules do not adhere. Normal cells will aggregate to form spheroids and differentiate into structures in AlgiMatrix Matrix, but expansion will be limited since most normal cells need to adhere to increase in number. Cancer cells are able to expand without attachment and do so in AlgiMatrix Matrix (one exception to this is embryonic stem cells, which can expand as embryoid bodies in AlgiMatrix Matrix).
However, here is one major difference between soft-agar and AlgiMatrix Matrix: soft-agar is a hydrogel and AlgiMatrix Matrix is a sponge with relatively large pore sizes, and cells that do grow will be able to do so easier and faster in AlgiMatrix Matrix than when encased in a hydrogel (soft-agar). So a traditional way to tell cancer cells from normal cells is to observe the culture for expansion; cancer cells (example HepG2 hepatocarcinoma) will form expanding spheroids while normal cells will form spheroids that do not increase in size or number.
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