I think that they sort of expect that the technology will become...

I think that they sort of expect that the technology will become commoditised. In their most recent webinar they gave, when Prof Strange was asked where does he think the technology will take them he said that initially it will be in the domain of specialists but will then ot would seep into usage by GPs and eventually end up being used by the public. At each progression they will be taking smaller bites of any revenue generated per test but at each progression the target customer base will grow geometrically larger. That, together with their first mover advantage, gives them a fighting chance of becoming and remaining competitive.