This is all silly talk. Neither is having the budget to do anything with full force. Neither EH or Chromadex have an interest to have the price collapse. The world is a big place with a potential 1B users of NR. At 25 dollar per can you have a potential 300B USD market. So certainly Chromadex has the potential to have >1B sales per year. The used car sales man Frank is going to be a billionaire. As for EH they have no IPR at all, so in this whole mess they have the weakest position but could still do well given the size of the market..
Yeah, all those becoming billionairs are just around the corner. ChromaDex claimed in April that it does have the budget to go retail and advertise despite doubts from shareholders. I think the best prediction for the price of a bottle of a month's supply of NR at 250 mg a day in 2018 will be about where it is today: $80 for 3 months (if HPN) or $27 a month. Elysium and ChromaDex will get competiton from vendors who will sell NR just as Elysium is getting it.
It doesn't look great for ChromaDex at the moment. They just put out a weak press release while Elysium provided more detailed data on raising NAD+ with NR and put it on their website a full ten months ago. We will probably see Chromadex get a third of the market, Elysium a third and other vendor the other third.