Nova Eye Medical (EYE) Discussion, page-861

That's about $18m in expenses (15*0.8--6), mostly related to the iTrack Advance launch. Should be largely one off and should come way back as a % of total revenue as sales accelerate. It's not cheap to launch a new product globally, especially into a young and high growth market. Once they've penetrated a large enough percentage of the market they should be able to significantly dial down that expenditure, given customer retention is so high (likely due to the high quality of the iTrack procedure) and get that high profitability in the longer run