I agree with you 1000% (looking back), but the story for the future is different for me and most others here evidently.
Building the house costs money up front...its the increased value afterwards that makes the investment worthwhile.
Keeping the European endeavor out of it,...I beieve that revenues will quickly begin to trump spending. Why? The distrubution centers are in place. Which also means the stock is also in place at these centers.
Marketing will be an on-going process. But I believe that revenues will begin to pay for these.
You are a trader...sorry for your luck....Long is the better play here IMO.