my take: this mgmt team has not BEEN THE LEADERS of companies in this space before - they are doing some learning as they are going. so, some of the results are taking longer than expected - like last summer blaming amazon for slow roll out - right.
i am long and strong with some traders on top. but i expect some bumps in the road.
they are already valued at $275mm USD - pretty hefty given paltry sales - there will be bumps and dips - sell 'em / buy 'em.