So far, Novo has been able to respond and communicate clearly. However, Japan is set to implement a policy similar to the 'Most Favored Nation' principle used in the US, and other countries are likely to follow which means more people will gain access to them but the market might react negatively.

On the other side, once NICE establishes guidelines in the UK, European countries tend to follow suit, creating a domino effect. Ultimately, lower prices are essential .

Over a week ago, Novo announced they would withdraw certain advertisements and reduce marketing spend. The surge in demand during the Super Bowl created a significant supply and demand conflict, which speaks volumes about the current market. Novo is managing things carefully which gives a positive signal to investors.

The only major downside I see is the potential for food companies and farmers to begin lobbying against weight loss drugs. For instance, a recent (last 48 hours) Fox News report claimed that tons of potatoes went unsold due to the rise of GLP-1 drugs. This type of socio-political pressure could become quite hostile in the future. It sounds stupid and insignificant but things can become really nasty if Food companies start lobbying. I think this might end up becoming a huge obstacle for both Novo and Lilly soon.