Do you know that for instance in Japan, fractional laser therapy + growth factors or microneedling + growth factors is sold by physicians. For instance http://www.harg.org/, even against exorbitant prices for hair growth?
Yet people go in for the therapy? They could do it themselves.
Etc. So you tell me why do people pay for this?
Yes, I think it could well be a marketing thing which Follica's people are counting on exploiting and especially if they receive FDA approval and labelling rights. minoxidil market is max'd out and in need of rejuvenating. minoxidil proven to work to varying degrees and patent expired some time ago, and so Follica's plan is exploit that in addition to Dhurat's study. I think it could be a simple matter of garnering brand loyalty in the beginning and trialling ever more promising candidate drugs in the near to mid term(one to three years).