They just finished at the ASD tradeshow in Vegas which was from July 28th through yesterday. Based on the description below, looks like they made a decision to drive sales vs awareness.
ASD Market Week (previously ASD AMD) is the most comprehensive trade show for consumer merchandise in the U.S. As the leading B2B trade show in Las Vegas, ASD brings the world’s widest variety of retail merchandise together in one efficient shopping experience. Retailers of all sizes will find that the ASD Market Week show floor is filled with quality choices at every wholesale price point.
Billy is right and if there biggest competitors are at that show. potential customers have a chance to evaluate products side by side you don't waste that opportunity as a business period.