The HRV theories have been around for while via Hans Stampfer..
Plenty of literature out there - and whilst the evidence isnt 100% (for example if you treat the depression.. even though the patient gets better the HRV doesnt - see Biol Psychiatry 2010 ) - this should market well.
Main risk - is that it may not need to be HRV and the magic algorithm that they have is going to be all about the evidence base and trials so they are going to have to market it well and market it hard.
You can see similar findings with basic heart rate measurements - and the question will be the superiority of HRV... so it is going to be marketing marketing marketing
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