This is an easy one. Right now, the only people who can talk are the ones spreading rumors and using innuendo to scare shareholders. The company cannot come out early and say, "actually we have already banked a million or 2 million". Even if they could, until those numbers were officially audited, they could easily be questioned.
In essence, even those of us who have purchased from Amazon multiple times or from eBay cannot know the actual sales numbers.

What we can know is that each time the product has sold out, which should be a good thing, the naysayers have used that information to lower the stock price, by claiming that the product was no longer selling. Seeing those lies multiple times AND seeing that they worked every time is my main reason not to believe the naysayers now. Well, that and the fact that I can go to my refrigerator and pull out a drink that taste great!!!