Well yea, agreed, I'm only willing to go down with it, because I dont think its ever actually gonna sink.
I think the name change could just be learning from their mistakes along the way, in real time, while already public. I dont have the exact timeline but
- Sept - they wanted to change it to Hemp Life Today, fine idea
- Over the next quarter - someone in the business became infatuated with Endo Biosciences and convinces everyone they need stop what they are doing and change direction. This took time.
- They were likely met with overwhelming negativity from anyone with a brain, so they needed to change course again. Nobody knows about the "endosfdlrgndin system." Endo, for a CBD company, is just a tacky name for weed. And it would have been ludicrous to think throwing a 3rd name into the mix would help solve brand confusion
- 3/6 they reserve HLT Biosciences, finally landing on the right way forward if they were going to make a change. I shared this info with most.
- 3/7 they pop on a call saying they are devoted to the name change, but stop saying Endo Biosciences
- between april/may - they realize they have bigger, better plans. They also realize they've already talked themselves off a cliff and just need to stop.
- Late May - they hint at it with enormous projections which jive with more than 1 business line
- Late June - they admit they arent going that direction but still arent ready to release why until they have something concrete to show for it (talking early has been a theme of mistakes). But at the same time, they could not make another public comment affirming it, and they couldnt make another public comment without addressing it. So their hands were tied.
They must have known by 6/30, that it wasnt going to be ready to release by their next public comment on 7/15, so they had to bite the bullet and tell people
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