You are assuming they're going to market directly to retail. I'm...

You are assuming they're going to market directly to retail.
I'm sure they've thought long and hard about how they're best going to "skin this cat", and it's possible we'll all be very surprised with the final outcome.
As I've stated previously, they've used up their "goodwill" chit with the market; the onus is now on the company to regain the faith of the investors.
I'm sure they're aware of that.
BP resigned about 7 months ago.
JE became a director about 6 months ago.
Let's assume JE was on board for a couple of months before officially joining the company.
Then AS and VA joined shortly thereafter.
This means the new team has had about 6 months to get their asses into gear, which seems about right for turning this ship around and starting to show some tangible outcomes.
I'd like to think this is what we're going to see.