I think the full steam ahead approach for now makes sense. Immediately closing shop IMO cuts down on the buyout value. I remain committed to the fact that a buyout is the best option here, because the board is clearly incapable of running the company.
Closing up shop ahead of a buyout means that the market is much smaller. Full steam ahead into a buyout, where a BP can actually use some muscle to win, or somewhat win against generics and take over European marketing (GIA in EU will be an expensive disaster) is the logical choice to maximize Vascepa sales. Only once the generics truly come on line (instead of just threatening), go generic, compete on price, cut, or minimize the ads.
This could be a year or two down the line though, despite all the promises, I haven't seen the generics exactly rushing to push out a pill.
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