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Vertex Pharmaceuticals (VRTX) is facing pushback from cystic fibrosis patients and their families as it plays hardball with the U.K. government over the cost of its medicines.

In a highly publicized move designed to tug heartstrings, an 8-year-old boy and his mother gave an orchestrated round of media interviews to implore the company to lower the price of its Orkambi treatment, which the government calls too expensive.

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