It allows you to avoid direct confrontations with established incumbents. It is an effective way to respond to full-on disruption. It makes it easier to secure support from internal stakeholders. It largely avoids backlash from external stakeholders.
With the price (originally some $1,800 vs. the standard $3,000-$6,000), the time of treatment (6 months vs. around 2 years), no required office visits, plus clear aligners you can slip on and off, it is not surprising that SDC took off.
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