Brand awareness could only mean one thing. They are ready to take the next step. There is no point advertising such a thing if they are not working towards something big.
How many people actually know or follow mogul? I think it would be in the tens of thousands maybe. I see this as a change that is coming.
Merchandise means money and pushing the brand. But hang on what are they pushing? Let's wait and see.
Anyway, this is just the next step forward if they do release this merchandise.
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