He probably did well to get the usage of brand considering that...

He probably did well to get the usage of brand considering that HP had already put in a few million for zero outcome without claiming equivalent value in shares. The fact that HP offered no promotional assistance for the HP Hearing Pro suggests a disinterest in the product and Nuheara, HP being enticed only by a bet on possible returns from the licensing fee in exchange for branding.

I notice Azure Capital was described as a financial advisor to Nuheara in a 2019 announcement, so there is history there, but after 5 years, not sure what financial advice they may have provided to arrive at this point.