Ann: Trading Update, page-140

I think they started with conservative estimates. As more and more surgeons have adopted the product, they've seen their willingness to use Novosorb in a wide range of cases - more quickly than they expected. So while there may have been some conservatism built into the estimates of the market, perhaps assuming some may view it as a niche product, real world evidence has suggested otherwise. Surgeons can see how good and easy it is to use, and are willing to use it in a range of surgeries.

I've done a lot of stalking and I've yet to find a single surgeon who has come out and said that a competitor's product is better, or that they think Novosorb will only be useful for X & Y procedures. Just my opinion, but I'd guess most of them are thinking about other procedures they could use it in after they've used it in just a handful of procedures.