Prepared to buy ?, page-56

I think you may have answered your own question there, Happy.

Dirk (and NC) made public details of the high gross margins possible with AJX’s PCM chemistry. As revealed at the EGM, other companies entered the market with competing (apparently inferior) products as a result. This led to margin pressure and, in response, delays and costs associated with establishing a means to prove Alexicool’s superiority in order to win back market share.

A CEO experienced in the industry would have recognised the commercial sensitivity of that information and therefore avoid this and similar mistakes. Such experience and knowledge of the industry also would be critical to contract or licensing negotiations. I believe the new board has recognised this need.