Feb 16 launch at 10 am on a holiday makes perfect sense. It would be 7 am PST in LA just in time to open shop. Orders will be coming in fast and furious. They can spend the entire day 7 am - 9 pm filling and shipping orders. Since the market is closed it would force folks to buy Rico Sauve instead of shares as you stated. This increase in revenue will eventually make the PPS go up. Perfect plan from Jones, Cruz, and Osegueda.