They had such high hopes
Predicting a blockbuster, Pfizer introduces the diabetes drug Exubera, a form of insulin inhaled through a tubular device. It's quickly dismissed as a "medicinal bong" by a prominent diabetic blogger, while the president of the American Diabetes Association, citing lung-function risks, says, "I see it as my job to talk people out of it." Pfizer quickly gives up on the product, taking a $2.8 billion write-off. 
Last updated December 18 2007: 10:47 AM ET
