A CERA-ous Challenge to Amgen's EPO Franchise?

How serious is the follow-on biological challenge from Roche's CERA to Amgen Inc.'s $6 billion erythropoietin (Epogen) franchise? Serious enough to move Amgen from a growth favorite to a biotech bargain. Serious enough to threaten the ability of Amgen and Procrit manufacturer Johnson & Johnson Inc. to find new dollars in the EPO world market in 2009 and beyond.