The pet care industry is a rapidly growing market, as people are increasingly seeing pets as part of the family (and also delaying parenthood in favor of having pets). I first became interested in this topic when researching feline cancer treatments for my own cat - I realized that this is a potentially huge market that is yet to be effectively addressed. Highway Pharmaceuticals has a principled approach to drug development that can potentially make an established beneficial drug more useful by addressing the drug's risks and side effects. The market timing is good with the rapidly increasing demand for advanced pet healthcare. I was also impressed by the competence and flexibility of the Highway Pharmaceuticals team as they developed their drug and learned more about the market and potential based on their research so far.