BIEL needs to market the Actipatch battery life as a key advantage - 20 times the $329 Assisi Loop battery, 3 times the Recovery Wave battery, etc. Mark Cuban said the $48 monthly recurring charge (which is actually $100 for 60 hours of treatment) for the Firefly was too much in comparison to a compression sock (while acknowledging the sock is less effective). This was surprising, and the other sharks disagreed. The Firefly is only for recovery - not pain. I think anyone dealing with pain would agree that $100/month for a drug free solution would be a bargain, and the $35 Actipatch retail price is a steal.