I think you hit the nail on the head - shoppers noticed...

I think you hit the nail on the head - shoppers noticed "something called A2 protein (is) meant to be good for you or something"... The issue isn't that A2 is desirable so much as A1 is *undesirable*. With so much of the brand focusing on the A2 component, it's easy for consumers to be misinformed, or in Pura's case, mislead, into thinking the A2 protein is what it's all about, when in fact, it's all about the lack of A1.

A2M should leverage this opportunity to highlight their products in the name of customer education as "The only milk product free of nasty A1 Proteins".