We love it the way it is right now, and for this reason, we would love it if things continued in the same way. This sentiment captures the mindset of Danish pharmaceutical firm Novo Nordisk's CEO Lars Fruergaard Jørgensen.

"I hope Eli Lilly will be up for the competition and do well. I don't see either of us taking over complete dominance of the market by having a hugely differentiated product," says Fruergaard Jørgensen.