Bioelectronics Corp (BIEL)

[kidnova]

Maybe they're tearing it up and raking in the money from the TV campaigns, but I won't believe that until I see it show up on a quarterly filing. I simply don't believe that this model is sustainable long-term unless they intend to go 100% direct-to-consumer. If so, then revenues will be lower than being available in-store, but they should also be able to control expenses and realize higher gross margins. Either model can work, but they need to pick one and stick with it, in my opinion.