That's only a true statement as long as he holds the shares and doesn't sell them. But those shares are part of the outstanding share count. That means that BWMG will have to show bottom line earnings that are 48% higher than prior to issuing these shares in order to get the same PE ratio. They just sold 1/3 of the entire business for $500,000.
Here is a fairly good description of the effect of share dilution:
Note that nowhere is a distinction made between "paper shares" or "retail shares". In fact... those terms don't even exist when talking about share issuance.
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