Another thing to think about. If this were about some kind of horrible side effect that was being hidden, I would be alarmed. If it is about efficacy, I honestly never thought it was 100% anyway. And, how do I know that if I switch to another product, that it would be better?What if even one of my pups had a reaction to the new product?....and/or what IF we found out next year or even 10 years from now that a scientist was making the same claim about the other company? Sadly, these things do happen with large companies that are trying to gain the edge in marketing. Thankfully, this does not sound like something earth shattering for people whose pups have been on Heartgard. Just some things that came to mind as I was trying to rid myself of gray roots.