I agree. Unknown company, selling an unknown product that has...

I agree. Unknown company, selling an unknown product that has the *potential* to malfunction and its main drawcard is that it increases patient comfort and convenience, ie it's not extending someone's life. (I think that's what the surgeon in that vid was referring to about it being a product that you'd see on TV home shopping). That feeds into customer acquisition as well as what the scenarios that surgeons recommend using it over the existing tech.

Anyway, when you step back I see a great product that has overwhelmingly positive feedback and a very cheap company. The two together seem like a no brainer. If you micro-analyse these things you'll miss the forest for the trees.