You are mischaracterizing both Cox's statements about the PRV and the negotiating principles with big pharma.
The PRV is awarded for final review and must be applied for a minimum of 1 year before the filing of the NDA. So, far, the PRV awards have come in late stage clinical testing, but could possibly come earlier. Eventually, PRVs could be generated in multiples each year, but the system isn't designed for that type of exploitation by a single producers. Nonetheless there should be a shot at 3 or 4 of those in a two year period. Even one would lend $300 million or mnore in company value or cash. Cox didn't go into detail nor did he give specific numbers in the articles I read.
I'm unclear on what you mean by "forward sell." If you mean sell to a big pharma, yes. But to include that in a list of things that could have been done by management as part of your criticism when in fact the strategy doesn't yet exist, makes your proposition preposterous.