serious upside, page-26

Good point - the Kindls already have about half the shares on issue. That means of the 24m worth of shares out there only 12m is publicly traded. Subtract from that the loyalty card shareholders who are unlikely to sell in order to continue to enjoy the discounted clothing, and the real free float of shares is quite limited. This makes it a true buy and hold stock - since it's so difficult to get in or out if you have a substantial amount of shares.