exclusivity

I keep going back to last years announcement from the unnamed beauty care company seeking exclusivity. Why I'm so positive about this is obviously this company believes they can obtain a significant competitive advantage in order to justify the upfront payment that exclusivity usually requires. They could have just signed a standard licensing agreement and then only have to pay when their new products actually start selling.

Wonder how GSK's oral health care range is progressing? This too gives me goosebumps.