"The U.S. wound care market has been estimated at as much as $21 billion annually. And while many large companies dominate, Davis says there is room in niche markets, such as the treatment of diabetic ulcers. “The key is pricing the product right,” he says, “And we think we can do that.”"
If they have to compete on price, in niche markets, then their hydrogel can't outperform existing wound care products.
"Eventually, the startup plans to look at developing stem cell-based products for wound healing, gearing up toward a broader focus on tissue engineering."
This wouldn't be necessary if their hydrogel worked as miraculously as some have relentlessly stated.
“Sharon already has been working with the clinicians at Johns Hopkins Hospital in the burn unit,” says Davis, “So we are very encouraged, even though we know we have many regulatory hurdles.”
It's likely effective enough to commercialize due to low manufacturing costs. Regulatory hurdles wouldn't be a problem if clinical results were remarkable.
Good observations, no mention of scarless healing in there, so it seems the product might be aimed more at treating wounds that are difficult to treat and slow to heal.