I’ve always looked at it this way Black Knat.
There will be ongoing debate for a few years yet, if not decades, and not all health professionals will agree, some for, some against, but the more debate that is had, the more awareness that is created, and the more sales will result as folk give it a try for themselves.
It's not ATM's goal to be a mainstream fresh milk supplier, as was clarified during the last AGM, they offer an innovative product into a niche market and can thus demand a price premium. The longevity of the debate provides for the longevity in price premium.
Having said that there has been quite a lot of research performed since 2003, and there are now over a 100 scientific reports in support. The trend amongst professionals seems to be increasingly supportive as time goes by also.
http://www.betacasein.org/index.php
http://www.a2milk.co.uk/healthcareprofessionals/
That recent report on the rat tests is quite interesting and compelling;
http://keithwoodford.wordpress.com/2...une-reactions/