Onyx Pharmaceuticals positive writeup and discovery Strategies

Onyx had a positive write up in the San Francisco Business Times last month. Is this a growth company and a model for how a small pharmaceutical will survive in the market place?
Onyx has two major collaborations one with Pfizer and another with Bayer. The Bayer collaboration has resulted in the approval of Nexavar for the treatment of liver cancer in 2005 and kidney cancer in 2007. As with many FDA approved drugs, the strategy is to search new targets in multiple diseases. The question is what is the most efficient method to search out new targets: A shot gun approach to find a target disease testing in various cancers or using more targeted approach with bioinformatics with pathway analysis?

Onyx seems to be taking the later approach as indicated with its acquisition of two JAK 2 inhibitors. JAK 2 has been shown to be elevated in various cancers. This gives the potential to treat multiple patient populations. We are now in the early stages of personalized medicine and Onyx appears to be in position to hit multiple major pathways with its proteosome and cell cycle inhibitors.