Speaking of Epi-Pen, I just saw a commercial for the trademarked "Epi-Pen" on TV for the first time and wondered why they are beginning to advertise. Is their patent running out and they are trying to build their brand name before the generics jump in? or are they just the latest company to try and up sales via direct marketing to consumers? or is this just another new market opening up because of renewed 'adventure travel/adventure sports' interest in the USA?