First mover advantage (FMA) is the market advantage that a firm gains for being first with a product. In LightLab Imaging Inc. v. Axsun Technologies Inc. & Another, SJC-11374, July 28, 2014, the Supreme Judicial Court affirmed a decision to deny lost profits claimed, in part, based upon the plaintiff's assertion of FMA. The trial court had not rejected the FMA concept per se, but found no evidence of loss and the methodology deficient "particularly as to quantification."