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It was explained that the big box makes between $15 - $18 profits on a sale of a single box of Lifescan
OneTouch Ultra. That profit is more than the entire MSRP for the current GenUltimate product sold in all
other channels, including on-line and pick-up channels. It was determined that raising the price of
GenUltimate to the public would damage the on-line sales, or worse, create a dual pricing structure, which
is illegal in some states.
Thus, on September 3, 2019 the company will announce the availability of a new (2nd) package version of
GenUltimate, called GenUltimate Premier, a new package, and with many of the features to be employed
with the upcoming GenUltimate TBG test strip. The new version of GenUltimate Premier, with a MSRP of
$24.95, will provide the Big Box with profit margins equal to or in excess of those margins they accrue from
a sale of Lifescan OneTouch Ultra, while offering at least a 50% discount to struggling diabetics.

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This is strange. Haven`t we been told that free market economy is the best system to bring the best products at the best price to the customer? Doesn`t it mean that DECN`s products were simply too cheap to fit into the system and it has to raise prices via upgrading Genultimate to get a foothold in the market? Isn`t big box basically a socialist system?