imo 100k$>Yes, but their main focus is the custom product which takes the patient's own follicle and recreates them as I understand. The second product is more generic, where you get hair from a donor. Probably somewhat suited to your own hair. This is, appararently, for the masses. I wonder what kind of pricing they are looking for regarding the first product. Since it is not for "the masses", it will probably not be cheap.
The "rogaine 2.0" doesn't worry me that much. It seems to be a by-product of their current research and not the priority. It shouldn't distract them in any way.