"So my thinking is something along the lines of a "healing" beverage that is taking market by storm. "

Shawn said it had nothing to do with beverages. But whatever it is it's a multiple product brand.

Again developing a new line of products, running production and bringing them to market doesn't come cheap. So once again we know HJOE has money/revenues coming in. Just like the smart vending machines which they already have several placed in New Orleans and Vegas. The software specific to HJOE costs a decent amount along with the machines they already bought and are buying for the dealers.