It is highly unlikely that Carl would dilute his own interest in this company to any large degree. Even more unlikely is that any shares Tony Little may have been given are free-trading shares. It would make more sense that they would be restricted shares. And, oh, just for the record, Mario Lopez never received any Celsius shares outright. He was given some cash and a warrant to purchase one million shares at an exercise price of 0.45 ($9.00 adjusted for the reverse split in December of 2009).
"On November 9, 2009, the Company issued a warrant to purchase 1 million shares at 45 cents per share to Pez-Mar, Inc. in exchange for services rendered by Pez-Mar, Inc. The warrant is immediately exercisable and expires on November 5, 2012."