Did you read the full article. DCF analysis gave them 39$/share,but when risks of competition from Generics is figured in--they get 27$/share.
They also mention--PATENT PROTECTION IS KEY.
I think it is like Warner Lambert with Lipitor in 1997-- No one understood its potential.Pfizer who was doing their marketing wasn't interested in offering big price--but in 1999,Pfizer gave them 99$billion. when bidding war started and Merck realized that they are losing their domination in STATIN market.