if you saw that they gave 1B shares for $1M in debt in Q4 2013 6 months later (now) the company asks for $10M in funding, do you think investors will want 10B shares? of course they will.
what, just to be nice you think they will say lets make the conversion price 1.00 and I only want 10M shares. LOL
the bottom line is the O/S is 3.4 B, and if you were part of a group giving millions of dollars, you would want at least 75% of the company. so that means at least 10B more new shares.