Kerecis is Coloplast’s skin sub play for developing or emerging markets, at best. Being on the outside looking in at Integra, Organo, S&N, and MiMedx having the vast majority of the business locked down in the U.S, Canadian, and EU markets, they can either compete for scraps with dozens of no-name bovine/ovine/porcine/equine collagen startups in that space, or they can try to establish themselves in markets like South America, the Middle East, Africa, India, and Southeast Asia. These markets are gaining economic clout, but still have underfunded healthcare systems and significant poverty. A product that can be sold cheap and has at least a modicum of anecdotal data that claims it sometimes works in layup cases like minor burns is well-positioned for those regions. And since Kerecis is as close to 100% markup as a product can get (it’s literally salvaged byproduct from the government-subsidized Icelandic fisheries), they can drop their pants on price and still make a slim profit.