Why is an at market share issuance necessarily bad?
More likely, imo, it will be good, because the company has the flexibility to access capital to finance a true nationwide launch of its new products, should it choose so. These include the surgery recovery products and PediaAde, as well as the CBD portfolio.
I'd anticipate a favorable PR after the convention, potentially providing the opportunity to obtain capital opportunistically.
If the company can absorb 20% dilution at $1.28 to get $10M cash they desperately needed, surely it could absorb say another 10% share increase to get say $20M - $40M which may well ultimately become cash on the balance sheet.