(https://www.cnbc.com/2026/07/21/novo-nordisk-sues-eli-lilly-glp-1-ads.html) over "deceptive" GLP-1 marketing is theater. The real story: Lilly's capturing market share so aggressively that Novo needs a courtroom to compete. Litigation doesn't win in obesity — clinical efficacy and scale do. Lilly's already deeper in distribution, cheaper to manufacture, and gaining institutional adoption faster.

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