Priceline is where the profits are, look at McDonalds (trading near all time 'recent'highs); low margin/high turnover .. API is the McDonalds of pharma. Build the brand, churn the product, high turnover, low margin, keep the cash flowing!
I'd be hoping they sell the pharmacies (Soul Pats) and focus on Priceline, just my opinion.
Good luck.