I would say they "spent" (IE: last years advertising cost) so much on promotion to get to the point they are at now. When they realized that that advertising was creating a larger demand than their supply could keep up with, they slowed or stopped trying to advertise/sell any more...o.k. Now they have increased production capablity, and are ready to supply a larger (MUCH LARGER) market base, and so they are ready to start selling through more lucrative channels...get it!?!
I assume they will be paying for Dr. Gas via an equity transaction since they have not the capital to work with.
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