"They depend on others for exposure, unfortunately those others are only concerned about themselves and their bottom line"
Which is understandable, but it's up to BIEL to push their agenda in any licensing agreement, and that agenda should be OEMs need to market the device sufficiently in order to gain a decent share of the pain market, or lose the license.
Depending on others is fine, as long as those others have deep pockets and are willing to give Actipatch a major push!