Supposedly the books will show that $1.00+ can be supported. This is according to Jim McBeth. I was also told that they were not going to strongly promote it until spring to ensure that the DTC issue was cleared up and because winter in Kansas can be a slow time for them. This was BEFORE such a strong interest in the stock developed so they may be starting the promotion early.
Take my advice with a grain of salt. (preferably many grains distributed around the rim of a margarita glass.) I am not a stock professional, trade at your own risk!