Valuation and Targets, page-350

You make a valid point re love letter. Those treated under SAS have labelled it the "magic juice" and have now become its biggest advocates, which compounds as each share their positive experience with multiple others. The medical profession will hear it by from their own clients base as they start to ask about it directly as a course of treatment. This is definitely already happening as more and more are now getting knocked back.

Best in class products still needs to have someone clever at the helm. This is where it either goes on to be a blockbuster with the associated revenue stream into PAR or yet another M&A proposition that caps our upside.