Bird, I agree with your assessment of the two sides of the coin. "One side of the coin says Tom is running a scam for the benefit of Tom and that he will never, ever make it anytrhing more than what it is. Another side says that this is Tom's Dream: to have his product in every grocer in the country and that he will do whatever it takes to get there."
I think that actually both are true. In order to do # 1, he will do # 2, with the amendment that: Tom's Dream: to have his product in every grocer in the country [for two weeks] and that he will do whatever it takes to get there.