Illustrates the problem of doing a trial where "trial level of care" exceeds "normal level of care" - wound healing is another example, as is a control arm with something like warfarin that is often dosed sub-optimally.
Clearly the drug "works" at some level but may well not be viable in today's environment unless they have a subsequent successful trial - greater convenience simply isn't enough to enable brand-level pricing any more. There is also the GSK competitor to deal with. Likely a bust I think.