Great discussion regarding profits. That said, this is an early stage growth company. Revenues are key in growth stage, as any positive cashflow or profits are reinvested back for growth initiatives. Such as inventory, appointments, warehouse premises. Key figure here is Revenue, with profit playing a more prominent role when the company's model and revenues mature further.
Not sure if profit is their aim right now. Personally, I hope not. I want to see them aggressively expanding their revenues, presence, brand, and product categories.
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