It probably has to do with a variable in the contract terms... For example...
If WOW wants exclusivity, EESO's cut of the pie would be MORE per bottle... If theres no exclusivity, EESO would make less, but can compete with their own brand
Lets say the wholesale price is $2.50 for one of the products... From my DD, there are 4 parties splitting this WHOLESALE cost...
ESI, MSI, EESO and WOW.
EESO might only make .50-.75 REVENUE per bottle... but if WOW can crank up some massive volume it will bring in some nice revenue over time.
IMO WOW's cut of the pie is probably the largest cause they have to invest all the time and $$$ into BUILDING the brand... The manufacturing and distribution is the easy part.
Have a good day