It wasnt. Amarin was built to develop Lovaza 2.0, called Vascepa, and get it approved and sold. Much of the same crew that developed L moved on to make V after GSK bought Reliant. It was just the next iteration. FDA nuked the Tg drug roadmap and whatever deal JZ had pending on the Marine label approval. (10x the target market as L, added benefit of no LDL-C issues ready to replace Lovaza as a new and improved drug just as generics were going to compete with L and an insurance industry that was readily covering L). They couldnt lose and nobody would have even cared about Reduce It when results finally did drop 4 years later. Vascepa would have already been selling billions a year lowering Tgs. Message would have been "see, we told you it works, here's the proof". Nobody planned on selling a drug under a Reduce It label. That's just what Amarin had to do because there was nothing else for them to do.
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