If, as you state, the deal is in fact with Lumb, then that hardly qualifies as a deal insofar as there is an no "arm's length" relationship. It is as stated, another Prop Job.
Now we know why the stock price is currently a flop.
This was too easy.
For the uninitiated, an arm's lenth transaction is a transaction in which the buyers and sellers of a product/property/entity act independently and have no relationship to each other. The concept of an arm's length transaction is to ensure that both parties in the deal are acting in their own self interest and are not subject to any pressure or duress from the other party.