This helps clear up a lot of the confusion I had, and makes sense.
The company already has a minimum of 27 interested retailers for distribution in North America for IPF, both in retail as well as online distribution. The plan is to then expand into Europe, as well as Latin America, and it looks like this other company has rights to Asia and Africa, though non-exclusive. IIRC, I believe some licensing agreements for "ROW" require a minimum sales order before royalties kick in. Even if that isn't the case, you're waiting on ITV-1 ROW sales, which should be a gold mine for both companies, IMO.