Techopedia explains Minimum Viable Product (MVP) A minimum viable product (MVP) is the the most pared down version of a product that can still be released. An MVP has three key characteristics: It has enough value that people are willing to use it or buy it initially.
For High Cholesterol I am shocked at the out of pocket price of Zetia of out of $95,00 a month. Since this seems to be on only non statin replacement of the use with cholesterol you are definitely price gouging.
According to the AP article, Pfizer is offering insured patients a discount card to get Lipitor for $4 a month (the average copayment for a brand-name drug is $25; for generic, $10), promoting the offer heavily through ads, pharmacies, doctors offices, and a Web site, LipitorForYou.com.