The more generics competing, the faster the price drops. Brand V is not insulated from that action. They only hold market share by competing on price and they cant come close to competing on overhead. Amarin will lose the game before any of the generics will. EU and ROW is the only play now unless they can deliver a patentable brand format that is profitable well below what generics can produce and sell. A BP isnt going to come in and "save the US market" by beating down generics with current brand EPA. They don't waste hundreds of millions to approve an indication on a current molecule that is generic because of the auto replacement that takes place across the entire country. It's just not worth the battle to them when they can find some desired activity from the old drug, and develop a totally new API and release that. Just like V was supposed to do to with L but that flopped.
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