Neal Freiman

Moving on, among the industries battling out on the airwaves last night were the makers of GLP-1s, blockbuster treatments that can induce significant weight loss.

Nova Nordisk and Eli Lilly both ran ads touting their weight loss drugs, as did telehealth startups Rho and Hims and Hers.

The ad wars come at a particularly dramatic time for GLP-1s, where prices are plummeting and the battle for market share is cutthroat.

Much of the recent drama started last Thursday when Hims and Hers released a knockoff of Novo Nordisk's Wegovi pill at a shocking price point, $49 for the first month, undercutting Novo's offering by $100.

Hims and Hers has become one of the top-selling brands for what are known as compounded weight loss drugs, which don't go through a clinical trial process and don't require FDA approval.

The release was almost immediately met by criticism and the threat of legal action by the Trump administration's health department.

FDA Commissioner Marty McCary said that his agency would, quote, take swift action against companies mass marketing illegal copycat drugs, claiming they're similar to FDA approved products.

Rather than lawyer up, hims and hers wave the white flag.

On Saturday, the company said it would stop selling its knockoff Wigovipil after, quote, constructive conversations with stakeholders across the industry.

But this is not the last role here of this controversy.

And the entrance of these telehealth startups like Roe, which had a commercial last night that started Serena Williams and

hims and hers has led to a very bizarre price war in the GLP-1 space.

And pharmaceutical industry experts are saying, we have never seen anything like this.

Usually when a pharmaceutical product comes out, it is patented by a company and the price rises over time.

But here we're seeing a dramatic fall in prices.

Just two years ago, a GLP-1 prescription basically cost an uninsured patient more than $1,000 a month.

Remember Bernie Sanders, others were very outraged about this, how much it would cost.

But

Today, Novonordis released a Wigovi pill that starts at just $149 through a cash pay program.

And that cash pay is the key piece here.