The emphasis in this speech is understanding consumers and, specifically, new consumers. CBD products are part of a whole new industry. Data on these customers will be gold, specifically when that data is proprietary.
I think this passage from IR's email is important (especially the bolded part):
The innovative pilot program provides access to a customer demographic that would otherwise not be exposed to our digital or traditional advertising media. More importantly, the structure of the Plexus direct-selling organization offers consumer education moments not easily available through traditional retail channels. Direct consumer-to-consumer selling harnesses the power of word-of-mouth exposure – by far the most effective tool in an industry that is limited in its formal advertising – by contracting affiliates or brand ambassadors to communicate consumer-to-consumer. We believe the uniquely high consumer touch model through Plexus enables consistent exposure and education surrounding the health benefits from full-spectrum extracts and cannabinoids, an ongoing effort Charlotte’s Web has been at the forefront of since its inception.
So CW will gain not only sales from this relationship, but brand awareness and VERY important data.
I get your hesitation about MLM, though. Makes me think of this scene from Go:
Market Data 
Markets 
AI
