My take is that the longs are in, and maybe nibbli

My take is that the longs are in, and maybe nibbling as you are. No one's buying huge chunks. Product on the shelves gets a lot more people interested. People buy the vodka, people will buy the stock. I look at it this way...I've invested in penny stocks, and I would have never heard of this probably if it weren't for you bringing it to my attention. Now imagine the product makes it to the masses. We'll get tons of fresh blood in here just because the product's on the shelf. Not saying everyone that buys a product thinks "well why don't I invest in this?" but I think it'll be common enough to help drive the price. More eyes is never a bad thing. But the truth is that all of the news so far has kept the long informed. It hasn't informed the folks who aren't invested. And there's no reason to yet. They'll find out soon enough once they see it on shelves.