SDC: as far as their announcement about working with dentists & orthodontists they would be moving into a market that Align Technology (ALGN) completely dominates with their Invisalign brand. It would take a significant investment in building up a sales force something that ALGN already has. Also for the dentists/orthodontists as Invisalign is way more expensive than SDC working with ALGN is far more profitable for them.
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