The synergies with CM8 have been present for some time already,...

The synergies with CM8 have been present for some time already, but IMO this is not a 'given' yet. There were many synergies between OBJ & PNO back in the day, but nothing ever eventuated on that front. There is also the consideration of the possible 'conflict of interest' with SS across both entities (OBJ & CM8). CM8's 'Horizon 1' strategy outlines 'gross margins between 70-75%', so it will be interesting if any type of collaboration comes to fruition and whether or not OBJ SH's will warm to the idea of giving away these types of profit margins. So far OBJ SH's have zero official confirmation there is any such connection and the devil will no doubt be in the detail if it ever eventuates.

Although OBJ/Wellfully have initially chosen to start with Online Sales Only, there could very well be some compatible and efficient positioning here, especially for future retail partners. Everybody always wants their piece of the pie and CM8 present as an online 'middle-man' or conduit - similar to Coles and Woolworths. CM8 will need to prove they are a worthy partner and not simply after a cash grab for a potentially new disruptive trending suite of products. CM8 are yet to accumulate any reliable source of revenue momentum and are still speculative, needing to raise Cash...and their entire business model currently mostly hinges on the Influencers, Millenials, Gen Z, Social Media and virtual Chatbots, some time in the future. Here's an example of the types of deals that CM8 are already striking:




Ignoring the possible perceived conflict of interest for SS, IF OBJ are happy to share the Revenue (Outside of direct Online Reduit Sales), it could possibly work for future retail partners, depending on which monetised pathways they choose and the end structured agreement. If anything, the model is still way ahead of anything that P&G ever put on the table !