Those with bunions are under-served and the market is large. The $150 device sold to the 7M who see a podiatrist yields $1B+ in revenue. 70M have bunions, 7M see a DPM, 1M buy poorly functioning devices, and 220K get surgery. You can wear the InAlign orthotic in most shoes, all day, for all activities. Sold online and in retail specialty stores. Design and management is internal, production is outsourced. Customer interaction via website.