I honestly believe that some people have seen proof that the concept truly works. Some very smart people have demonstrated tremendous success using the less expensive, though slower at first, guerilla marketing and jobber distributing approach. The brand awareness keeps spreading and people get teased by the initial scarcity, especially if the product truly stands out in one or more ways. They want to see it stocked in their favorite local convenience stores but often keep buying online as the only alternative until it gets there. More often than some might think, those frustrated fans of a product will help get it stocked since they're acquainted with store owners/operators and they keep urging them to carry the products. We've seen it working, and now they're going to take it up a notch or two or ten! lol