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How would you feel if Pfizer, which spent years and millions of pounds researching the wonder drug Viagra, charged the first customer all the R&D costs? You might think, how nice for all the other chaps in the queue who surely only have to pay rock bottom prices. Well, what if Pfizer then hand built each batch of drugs from scratch using casual labour and charged on a time and materials basis? Suddenly those prices for everyone else have sky rocketed. A ludicrous scenario, isn’t it? And Pfizer certainly did not get where they are today by adopting that kind of business and pricing model.

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