The price curve for innovation has early users paying the most, with later users paying less as the underlying science advances, the production technology becomes widespread and mature, and competition takes hold. In flat screen TVs, for example, this process is well underway, while it is only beginning for anti-cancer immune therapies.
Already though, Yescarta is priced so as to gain market share against the current more expensive primary immunotherapy drug. Even better therapies are in the pipeline though, with Yescarta itself soon to face competition and price pressure. Ten or twenty years from now, as better drugs take hold, Yescarta is likely to be reserved for a limited set of cases and to generate but limited cash for its owner.