Even if one is looking at this as an issue of fundamentals only - Q4 was completely inadequate for the trajectory they need to be on. We don't have all the time in the world in terms of fundamentals, let alone investor patience. Every day that goes by with ecig not profiting is a day we dig the hole a little deeper. This is a real gamble. Great team, some of their products are outstanding, great investors (lenders), but now we need the ecig buying market to accept ecig.
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