The business model seems like a good one, teeth-whitening being labelled now as a "cosmetic" procedure and allowing non-dentist personnel to perform the service at these kiosk-type of set-ups, drops the price by half, and adding the Dentigel option covers those who insist on going to the Dentist for treatments. All in all, cheaper prices will equate to more customers, which should drive revs for this company, if they get the market penetraion they mentioned in the PR, it seems like the 2-5 cent range is not improbable.
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