Don't understand your term "pay to play"...the company has spent at least $1 million bucks for people with limited results. If, and I'm not sure mcig has ever had much intention of selling via distribution to brick and mortar stores, the want to go in that smart direction, it would not require more that the $1 million for a year for show work for lead generation. It would require a couple of quality reps. and a $3K folding booth, and the costs of travel, meals, and hotel.
If they want to do traditional B & M biz, this is how you do it. You don't spend it on Brand Ambassadors from the hood.