No desire to enter the ISN/CGP debate other than to say CGP are targeting the sports market to begin with as it has the least entry barriers and the fastest way to generate cash flow. If they can gain some traction with consumers then it helps to move to other markets.
Sports markets are often early adopters so that's the path they have chosen to take. From there they can move to snoring and sleep markets as well as drug delivery markets. These markets will obviously require more investment and clinical trails.
I think the drug delivery market might be bigger than people expect. Here is a link to a recent $110m Nasal drug delivery deal ...