Ann: US Medicare payment for new category 1 code announced, page-25

If they do drop the price to keep up with the competition then that will be another disappointment for existing shareholders who have invested thinking ACG will get premium sale prices. In the long run sales may benefit from a more competitive price point but there will be transition for investor sentiment as a material price cut to compete would be effectively another over promise. The market is big and ACG, UCM and other can all makes sales/profits but at least we can say it'll be interesting to see how the competitive dynamic plays out.

UCM have dozen upons dozens of reviews that show it has a quality and leading cBP device (referenced by name as well) and their device is being used by Pharma companies just like ACG. From this perspective there is not much that separates these two companies and it would appear ACG have oversold their comp advantage and uniqueness. If other competitor devices have a numerous studies behind them, and "over-stressed" practitioners don't have the time to waste on competitors (whatever that means) what it will come down to is distribution strategy and economics. Any appropriate cBP device can come under this CPT Code and they will all get the same level of reimbursement, thus a cheaper device that has quality of measurements will be preferred as if offer better economics and a cheaper payback. USD8k+ device differences is trivial and will matter, especially when healthcare costs are becoming more of a talking point in the US, when there is a low level of differentiation from a science perspective amongst the leading devices. Premium prices for what is not unique nor premium science might mean that ACG could be the one of the ones that falls by the wayside or sells out.