I got the impression that to get it past the regulators and get...

I got the impression that to get it past the regulators and get it registered on orphan designations, they're going to be pricing it quite high.

Wolgen said (paraphrasing) that he wasn't ready to disclose their pricing strategy yet, but that it was more likely to be higher rather than lower priced.

I think he genuinely believes it shouldn't be used for cosmetic purposes, (or at least, that any suggestion of use for cosmetic purposes won't sit well with regulators) so my guess is that, at least initially, it will be priced high enough that it won't be attractive to most people just wanting a nice tan.

Once safety is more firmly established in the orphan designations (thousands of patients rather than hundreds, and over years rather than months), my guess is that it'll be approved for PLE and the price lowered enough for mass consumption.