I suppose it was writing on the wall when management never once bought shares with their own hard earned money, no matter how low the stock price dropped.

This isn't just a drop since the launch of Nulief, but a drop over the past year, year and a half or so. The company had every opportunity to share with investors their CBD initiative and failed miserably. They're the only ones to blame for the lack of transparency, and more importantly the drop in PPS.