I have no doubt that Brent knows the beverage business as well as anyone, but he's accepting very bad advice from very bad people like Aegis, Maxim & B. Riley. The best move he could make right now is to take one on the chin for the team and cancel the ATM. Sure, it would show his weakness about financing, but the credibility he would earn far outweighs this ridiculous ATM. He should hold an emergency shareholder CC before the market opens and simply shoot straight with everyone. Tell it like it is. No sugarcoating.