“But one could easily argue, HLF wants to give the general...

“But one could easily argue, HLF wants to give the general public a taste of THM's product line so that customers migrate from Woolies to THM eventually. I am in this camp”

100% agree with this. Having the product on display at 1000+ Woolworths stores around Australia is a huge lift to brand awareness. While the margins ‘may’ be lower, it’s the conversion of any new customers purchasing THM products in Woolworths or even just seeing the brand, into paying subscriptions (with a 100% GP margin) that will have the biggest impact.