In the previous chapter we saw that the AIDS treatment movement was able to cohere around universal access to treatment as its primary objective. But how could a universal access regime become (or at least approach) reality? With ARV drugs costing thousands of dollars per patient per year, there was no way that the international community would mobilize around that objective. Yet by the late 1990s, drug prices would begin to fall radically, with the expansion of “differential pricing” by the branded pharmaceutical companies and, even more important, the entry of generic manufacturers into the ARV market. These developments, however, were not simply a reflection of rational decision-making by corporate executives who were seeking to maintain their share of the AIDS marketplace. Instead, they were a product of advocates' strategies that had as their explicit objective the reduction of ARV prices.