definiens: means the gross amount invoiced by ProNAi, its Aff iliates or each of their Sub - Licensee to Third Parties for the sale of Licensed Products to customers who are not Affiliates ( or are Affiliates but are the end users of the Licensed Product ) in the T erritory, less, to the extent deducted from or on s uch invoice consistent with generally accepted accounti ng principles, consistently applied, the following items : i. customary and reasonable trade, quantity, and ca sh discounts and wholesaler and pharmacy allowances including initial stocking and distribut ion allowances ; provided that, in the case of pharmacy incentive research programs, hospital perf ormance incentive research program chargebacks, disease management research programs, similar research programs or discounts and wholesaler allowances on of products, all discounts, wholesaler allowances and the like shall be allocated among * Confidential Treatment Requested