If that's true, it's a huge waste of money now (and for past and any future filings) unless there is a substantive accomplishment. Obviously, the PPS will not move much based on just an e-commerce website that sells a few products. If potential investors don't see something better, they aren't buying.
Mr. Friedman has invested a mega-ton of his personal cash into some kinda secret project that will power the MCIC lunar shuttle to a galaxy far far away. Teams of stock analyst could witness this pass many dozens of moons as solid fundamentals propel the company into maximum warp drive.