Maybe the announcement came out as not price sensitive because the co. has said a number of times, in different fora, that they were negotiating agreements with potential distributors.
I guess it might be argued that the 'quality' of the distributor might be material to the price. Is it? The agreement is non-exclusive, so nothing special there.
I like the idea that this is a 'business as usual' announcement -- the company is just getting on with what it has told us it's getting on with.
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Maybe the announcement came out as not price sensitive because...
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