Mr market is cautious because the announcements are only...

Mr market is cautious because the announcements are only somewhat good, and the Mr market reads between the lines:

Is direct selling via own website a game changer? Probs not. It could indicate a directionlessness in the marketing / sales strategy. In the end, how much t/o can this create?

Another new product? May be the ones that KTD has are not runaway products? Need a new one? May be a new product is needed as production facility is not (yet?) at full capacity?

I believe the best products can sit unsold and machinery remains underutilized - unless there is strong marketing and sales in place. Cannot see this really here.