Ann: Swisswell Knee Patch Registered as a Medical Device, page-26

It doesn't matter what we know. It matters what consumers think or understand.

People with sore knees aren't looking for a patch. They are looking for a solution to their knee pain. Our competitors aren't other patches or creams. They are any device, surgery or injection that can help (or claim to help) knee pain.

It's like the old adage - people don't want to purchase a shovel, they want to purchase a hole in the ground.

It's the job of marketing to properly inform the consumer. If@DefinedBenefit0 misunderstood and thought 'it's a magnetic device', it means a normal consumer probably will too. It's not his fault. How many consumers research a company and technology before making a literally split second decision when looking at something on a Chemist Warehouse shelf?

If we focus on the magnetic part, it's going to unfortunately put us in the same category as other psuedoscience-y magnetic solutions in that all-important first impression.

I'm actually glad he posted that. We as shareholders are too emotionally close to the technology and think it possibly can't fail. DefinedBenefit0's comments just brought me back down to Earth