Allow me to chime in here. The 5s which are restricted to Cruz are useless to him in the 5s or lower. The factors which we cannot gauge under any circumstance is the psychological ones associated with Rico. If the can looks appealing to a prospective customer and they try it, and like the taste, not a one of us can determine how that will spread word of mouth. Can Rico generate it's own self advertising? Research has shown that product appeal is very big in generating purchase of said product. If people like the taste and they see it in freezers after trying it, more than likely they'll come back for more. That is absolutely not factored into our current PPS. Neither are product unknowns such as gum, lollipops or anything else they may wish to bring to the market as that would be product and line expansion which would generate additional revenue. That is absolutely not factored into the current PPS either.

Back to Cruz. He only benefits from his 21mm with a strong PPS a year in or next November. Unlike some posters who say he is diluting, that's a misdirection and a load of you know what at this point. There has been no indication or filings that Cruz has had the register on those shares changed to dilute into the market. IMO, it simply hasn't happened. I think he holds them for what may be in their back pocket for the future. And if he did dump them, no harm no foul. the PPS sits in the high 5s where it based before the imminent Rico rise.

Now we wait for the potential surprises. A new product on allcbd, lowering of prices as indicated, a new addition to the Rico line. Advertising PRs, additional tweets and FB posts, contests and giveaways, the arm wrestling contest etc. None of it is factored in to the current PPS. All IMHO.