The days of feigning disinterest while an attractive woman passes a pigskin between her hands are over: Viagra and Cialis’ four hours of fame have ended. While the drugs have performed well since launch, they’re getting close to reaching that peak point, after which they’ll immediately fall asleep. We’re talking about the end of their patent exclusivity, of course. While Viagra’s doesn’t officially end until 2020, two generic formulations are approved to hit the market by December of this year, which will lead to some profit shrinkage for Pfizer. Eli Lilly’s Cialis will suffer from the same stiff competition penetrating the ED market, so the companies have pulled out of spending the $50 million they usually use on NFL advertising.