The brand awareness and celebrity ambassadors likely asked what would be in it for them to utilize their reputation/ fame. I don't think either would've signed up for:

"Well, were gonna expand a little soon...and we'd like to pump up our stock price..."

Both of these successful and intelligent women were likely given an outline of what the next few years would look like and they made a conscious decision that " I would like to be a part of this. "

This makes me think we are looking at closer to $2 than $1 this year.