100% Simpsonly! Mr. Nalepka was hired on 8/22 as VP of Sales and Marketing. The "Glass half Empty" crowd said it was another empty gesture by AW and nothing would come of it.
On 12/7 it was announced that Mr. Nalepka had negotiated a National Distribution Deal with ANDA, a prominent US Pharmacy distributor with 60,000 customers.
As you point out in your post the retail market is ruthless. To get a National Distributor and AW, who has shown a propensity toward a "My way or the Highway" attitude, to consummate a deal is a major achievement.
The "Torches and Pitchfork" crowd, who is intent on AW's head on a platter, needs to chill for a bit and see where this, "HUGE Deal", positions BIEL.