Please do not forget that doctors & consumers are constantly bombarded with empty promises, especially in the vanity marketplace. The ability to demonstrate quantifiable, scientific results is paramount to the long term positioning of ARTE. This includes operating as an ongoing concern or selling the technology/company.
While it does little in the short term, these studies are the correct thing to do and will directly determine the types of claims that ARTE can make in its marketing and sales efforts in future. This has the potential to become a key differentiator down the road.