This new IR firm seems to be just some (more) chair shuffling on the deck of the Titanic. They already have, or had, one, Uptick, and a it's done nothing for share price or investor value. They don't need a new mouthpiece to pass along lies to investors, they've been doing that already just fine, thank you.

In North America, the average CEO pay of publicly traded companies is 4% of revenue. Kay, however, pays himself more than the company earns, in total, and that alone will keep any rational / sane / competent investor from putting their money into this stock. Never mind the question about where the dough for other operating expenses comes from, the choices are limited and dispiriting.

They can change the name of the company all they want, change IR firms, change product names, whatever, but the bottom line is still the bottom line.