No catch 22. There are myriad ways to raise capital! I've done it for my own enterprises and I've spent many years creatively assisting others in similar endeavors.
There is no cookie cutter revenue then marketing or marketing then revenue approach. The chosen progression depends on the existing circumstances of the individual entity. In this case, Ike does not have capital to invest in marketing. He will garner such revenues, then increase marketing efforts as his revenues, thus capital increases.
His strategy and choices are based upon his perceived situation of how to best procede. I'm certain he has been provided expert consultation on the matter as well. In fact, I personally know for a fact that professional marketers are providing ongoing advise. So, although Ike is the front man, like the President of the U.S., he certainly has a 'cabinet' of advisers.
As an investor, if you think you know better- isn't it in your best interest to tell Ike and the professionals surrounding him that your way is better? Telling the Ihub board resolves nothing.