Your right Crazy . If you look at the last 3 years high level...

Your right Crazy . If you look at the last 3 years high level results - top line sales and match it with (EBIT ) , the more they sell the more they loose . I don't think the loyalty programs have had a dramatic impact on the overall result as generally suggested . The issue here as has been previously mentioned is the floored business model . In a rapidly growing business like this a sound business model should see some sort of positive direction on the bottom line . To me it's about the cost and margin management . What they do is not rocket science . They buy a product for a dollar and sell it for two = $1 profit . Control your sell price and cost of doing business and the direction changes . Perhaps they've over complicated a simple process ?