If the later was the case, why work long hours 7 days a week, why participate in grueling meetings with large retailers trying to attain a retail listing, why spend time and money on in-store demos, merchandising, and advertising? Why not just hire a promo company, turn on the printing presses, and line his pockets with cash?
Seems to me like the CEO is working on building a successful business as opposed to lining his pockets don't ya think?