Thero does not the creative ability to do anything innovative. What I wish AMRN would have gone after long ago would have been an endorsement by a professional sports team or league. A commercial could be tastefully done showing how a sports team worked with their medical staff to insure that if a player met the medical requirement they would be provided with Vascepa so as to insure future optimal health and risk reduction. (in China having a sports celebrity endorse Vascepa would really work magic there...especially for basketball.) Sadly, AMRN management is just pathetic.