Our CEO has a problem making definitive statements. I understand our 2nd Private Label is in the driver's seat and will begin advertising at his discretion. So, I can't blame our CEO for "hoping" on this particular deal.

What disturbs me is his throwing out HEX, without any timetable. Will it happen in a week, a month, six months? What are the steps to make it happen?

Nothing our CEO ever says has a timetable. Just throw it out there and let it stick to the wall.

I contacted Steve after his latest tweet asking about Sifthouse, the insurance company that started testing Feb 1st, AutoNation, CarMax, Turkey, Detroit, etc.

I expect a rude response, as I have gotten repeatedly in the past. His communication skills are lacking.