I doubt seriously they will do any head to head trials right away if at all. Companies are fearful of these as they don't want to put themselves or products in a compromising situation. The potential loss can be catastrophic if the study proves to be unsuccessful.
Also In order to be credible the sample size needs to be powered appropriately and is very expensive. IMO putting the money into marketing is a better use of the company $$$$
News 
Market Data 
Discover 
