 And they saw dollar signs and they went for it, and they didn't consider the fact they are hurting their base clientele, their patients. For its part, Eli Lilly, which makes trulicity in Manjaro, has made public statements against using GLP-1 drugs for, quote, cosmetic weight loss. And Novo Nordisk says its direct-to-consumer advertising is meant to educate patients, not promote off-label use.