Seeking orphan approvals first. Other possible reasons besides pricing:
(1) crossing the lower regulatory hurdle for an orphan may translate to a smoother regulatory approval for wider uses later on, and/or
(2) orphan markets resemble beachheads under classic startup theory. I.e., By attacking and serving the strongest, localized "pain point" first you then cheaply establish credibility, garner "evangelists" and fund the program with early, high margin revenues before attacking the wider market, where you otherwise would need to spend more marketing dollars to displace existing solutions.
Just guessing here....
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