I think they have a good product line that just to-date has never had the right distribution model or distribution partner. Personally I didn't like the MLM biz model choice for the ETEV product line b/c I believe that Ethos FR and FR+ (their fuel reformulators) belong on the shelves of Pep Boys, Advanced Auto Parts (and other similar retailers). Ethos Home and Shop (H/S), their environmentally friendly multi-purpose lubricant, belongs on the shelves of Lowes and Home Depot.
You know what's interesting, Regeneca's flagship is a male enhancement product. Ethos H/S is a lubricant. (insert humor here) LOL
All kidding aside, I think Ethos H/S could be a competitor to WD-40, but to Atlanta's point in the post after yours, Regeneca is focusing on their product line. But there's a reason they merged with ETEV because ETEV is not a shell company.
I have a good friend who sold Ethos' Ecomates MLM for a while, and he still uses their products. They're still making the products according to him, so they're still being produced and sold, but just not the initial focus for the newly merged entity I guess?
I have used the Ethos FR+ fuel reformulator in my 2003 4Runner. It gets me about a 15% increase in MPG. So it works, and cost more than pays for itself w/ MPG savings.
As far as revenues, if I recall, they had about $2MM in revenue in 2008, but nothing reported since then. And that was before the MLM and before the Ethos H/S.
I do believe the newly combined entity has potential and I think we'll get a better idea after the rollout at the conference next month.
