I agree it is a nothing announcement, does not increase reach,...

I agree it is a nothing announcement, does not increase reach, no need to put it out on ASX, they are trying to fabricate excitement.

Having said that, space at Best Buys is premium so it is good to get a demo counter. What would be better to know is how much margin is left in these bulbs, Best Buy would drive a very hard bargain and drive margins to the bear bone, they are competing with Amazon and other online retailers. Will LIFx make any money out of this deal, is it a loss leader, what are the true margins, for me, this is what matters the most? Otherwise it is just more hype, IMO