When you are competing against giants in a field that has become tremendously lucrative for these giants, you could easily feel out of your depth and should beat a hasty retreat, lest you encounter their true wrath. It is undeniable that we are exposed to the all-encompassing marketing power of these giants. We recognise their ability to dominate endodontic education in the schools (both undergraduate and graduate), commercial exhibits and lectures at all the major meetings, and the majority of the articles published in trade journals, all nicely capped off with an army of salespeople who make sophisticated pitches to dentists to buy one or another of the expensive rotary NiTi systems...
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