My only concern is raised in the body of your text.
We are a marketing company and I was very happy to see spend in that area to solidify our market advantage. We have a moat but not forever. I was concerned about some of the advertising I was seeing (it looked great and for instance there were signs above every major arterial into Melbourne over a month) but then hit stores and see no A2 IF. I have no idea of spend across territories and no idea of the projected ROI year on year which would have had to have been created to justify the spend.
So..........I hope any crawl back is a considered one. We do need market share and I can see it increasing year on year whilst competitors build herds. Hope we haven't gone to conservative and that this wasn't the main reason why Jayne has gone.
On a very very low level plus note. Two years ago my local but very very popular IGA had one shelf just of A2 milk in the milk cabinet. This morning it was an entire door of ten shelves......thats market share (Still next to the bloody almond juice however!!)
(20min delay)