I remember a small company called Closure Medical years ago that had an exclusive deal with JNJ, and it hurt the growth of Closure Medical a lot. Closure Medical could not grow unless JNJ sales guys pushed it. Closure Medical was eventually bought for small money. I imagine JNJ wanted some kind of exclusive deal with GIVN for the Pillcam, and GIVN refused such a bad deal. That is my take on what probably happened. If it was an exclusive, GIVN was smart to get away from JNJ.
i don't know that it was so smart. jnj is powerful enough to prevent givn from doing anything in the us. i think they should have gotten into some kind of agreement, but pride and euphoria got the better of them. the product is good, but for a public company that's not enough. look at fonar battle with ge for years.
so all in all i think it was a mistake, and i think givn is going back to teens,and stays there for a while.