You're right about high valuation, but wrong about acceptance from the market. In the final determination, the patient is the market, not the doctor, and they accept it whole heartedly.
It works better than current procedures and patients LOVE it compared to the alternatives. As word spreads about the procedure, doctors who do not adopt the technology will lose patients. Health plans that do not reimburse will lose accounts (wait till executives with upper GI issues find out the procedure isn't covered by their plan). This technology is going to snowball.
If they can solve the colon issue, forget about it. The sky's the limit.
Unfortunately, it may take some time to grow into the valuation. As long as they continue to show growth each quarter, we'll be fine.