Well, I'll give it a go : - This isn't a lifestyle company...

Well, I'll give it a go :

- This isn't a lifestyle company (tick).

- The shares are going down/nowhere because there's no buying interest.

- The reason there's no buyng interest is that while the company is investing heavily and making progress it's getting nowhere near to cashflow breakeven.

- You dont have to be an advanced company analyst to work out that a couple of million sales against a cost base of close to £1m a month isn't sustainable.

- As cash goes down, the market cap goes down. It's always been the same way with this company. This will only change when the company is seen to make real progress, and that means actual revenue from partnerships.

- The problem is a weak board, even with the VC and Trudell on it. Until the company delivers, you have to question whether this whole exercise is a triumph of hope over reality.

- Rick is not a stock promoter, but a professional manager. He's done his job, but he's not even on the board. The next CEO needs to be MD too (ie on the Board), and be properly incentivised with equity.

- There's going to need to be another fundraising soon.