The reason it matters is because they are misleading their investors and trying to make them believe that they are something that they aren't. They are trying to make the public believe that they are a company that does R&D and is actually making their own proprietary products, which they clearly are not.
So my question to you is, do you think a company that is strictly a retailer and not profitable (in fact far from it) is worth over $25 Million? Really?
Why can't they just come out and admit that they don't make their own products, if the price point is so good, telling the truth shouldn't matter. This will all eventually come out. And you mentioned buying for $1 and selling for $8, maybe you were just throwing numbers out, but according to their financials, it looks more like buying for $1 and selling for $1.50, their margins are not that good at all, and then on top of it, they can't even cover their overhead.
The way that they are operating, they will never be profitable, even with massive volumes, which they will never have because so many other companies do this better.
If your point is that it's OK to lie as long as you make money, that is a terrible strategy. ETST needs to tell the whole truth!