Why now? Because they have business coming in after 4+ years of development. Simple as that. It their year to shine.
Where did the money go? Attorneys, accountants, travel and hosting shows is expensive. They've been making a big push to the finish line the last 6 months. To get this company in a respectable state. It's pretty simple.
All this dilution isn't a problem if the business is real and the market cap moves up post rs....nobody will lose a dime. From what I've seen its all real and game changing.