I missed this when it was so much lower, but had to get some, albeit a small few hundred shares. You are right, this company is hitting it.
In addition to what you already stated, I love the fact that this is a company that told AMZN to stick it, and did so much better on their own. Good for them, maybe other companies will stop selling their soul to the Walmart's and the AMZNs and improve their margins instead of flooding their product at the arm twisted lowest price.