And despite Gilead having the best (and very expensive) treatment in the market, doesn't mean that there isn't room to improve.
People want alternatives and I'd imagine companies would be unlikely to just write off millions of dollars in R&D investment if there is a chance to realise a return on their investments.
To be honest, with sentiment where it is, I don't think there will be a big increase in price in the lead up to the announcement (we could hit a low of 9c?), but I think we could see 25c+ on a great announcement and then we'll need to see where the "negotiations" we've heard about are which would be the next major catalyst is sentiment.
BITOverpriced, page-8
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