INND didn't just willy-nilly partner up with GTX for any old 2-bit e-commerce channel etc.
GTX has a great deal of advanced marketing channel and "move your product" for you skills - documented and proven.
GTX have worked industries as varied now as INND for "hearing aids" to some major work and deals in the "wine and spirits" industry- where proving you bought an "authentic" and expensive bottle of wine brand XYZ is very important - vs getting sold a knock-off.
This GTX partnership is bigger than first meets the eye - and just one more step in a GIANT puzzle that INND is orchestrating to a truly "GLOBAL" roll-out of their products and self hearing aid test, etc