Like the Mainland Cheese advertisement Good Things Take time.
Giving the HEL product a big marketing push in Aussie certainly won't be cheap and progress won't be instantaneous. In my view one needs to look past the modest 2015 EPS growth, look at those banking margins and think longer term.
That and I think we could see a profit upgrade later this financial year. Very limited downside and circa 10.6% gross dividend return.