For those still trying to figure it out, maybe this will help
Whenever Private Labeling and Branding is involved, mfg demands a minimum order to deliver on, especially a bottled product [bottle design is probably one of dozen mfg offers [to choose from] &labeling is probably done in house, if set-up to do so, or with a long standing contracted printer [for lowest label cost - every penny counts to be competetive]; as it seems rodman & assoc are not likely to risk or put up their own funds [if they even have sufficient funds? lol] for this venture to produce a warehouse full of product / then market it, it appears they are relying on th accumulation of orders to meet that minimum using th guarantee of other peoples money pre-paid through th order process, to finance th initial "batch" while they try to develop the business; thus th initial huge push in search of dist and a sales force ...did I forget to mention all th while during a push to sell shares - quite common to pre sell th industry to survey demand before you risk everything... ethical, another story IMO