You're asking the right questions. I don't know how LVVV is doing any of the things it is doing, either, unless there is money flowing to insiders from Common stock sales.
If LVVV were raising capital in a legitimate fashion by selling Common shares directly to long-term investors then even with all of the other warning signs and questionable strategic decisions this company would be a viable and promising startup.
The refusal to transparently disclose how the company is raising capital, combined with the repeated use of toxic convertible debt, suggests that there is money being extracted from retail brokerage accounts for the direct benefit of the company by sellers such as Asher.
This is the worst way for LVVV to be funding its operations and it should not be necessary if the management team is ethical and honest. If Bill Hodson is independently wealthy and he doesn't need to draw a salary while he builds his company then why wouldn't that be made clear?
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