It's product-market fit if your market includes risk-bearing customers. This is, admittedly, less a problem with nebulous mental claims and more of one when it

It's product-market fit if your market includes risk-bearing customers. This is, admittedly, less a problem with nebulous mental claims and more of one when it comes to, say, claiming to prevent the onset of Alzheimer's. I'd say healthcare companies in the behavioral/digital/connected health segments that have scientific strategies are outliers. Without regulation it's easy to justify trying to sneak by... but hard to cross to the b2b market.