A2 Milk versus Lion, page-333

Should it really be up to a court to decide this? We don't have court cases over whether vitamins serve any benefit, yet this is a thriving multi billion dollar industry. Consumers perceive a benefit from these products and are entitled to be able to buy them with clear labelling.

Maybe the real question is whether there is a point of difference. Clear yes, A2M is pure A2 milk, Lion milk is not. Whether or not the science is settled, A2M have the right to sell a differentiated A2-pure product, and the public have a right to being able to identify that product when shopping. Lion don't have a right to pass off normal milk for a differentiated product.