A2 Milk advertising claims under fire from rival Lion Group, page-3

Biggest takeaway from me "seeking corrective advertising and damages"

In the context of a small company like a2, even a small bill for these things will have a big impact.

The second order impact is that if this gets publicity the ability to attract new customers (grow the pie) is lessened. Simple example is that when someone types the phrase "a2 milk benefits" into Google it will likely also return results about the legal battle.

These might seem like small things, but when the advantage for a2 is its marketing and branding, then it's more significant