That is if customers don't have any other options in natural...

That is if customers don't have any other options in natural range other than Sukin. So if and when prices go up customers are going to transition to other better options in natural segment. There are plenty of better options for consumers in natural range and Sukin is claims are now matched by most brands in the market. In marketing terms BWX has run down its brand value with cheap sales so to expect longer term gain is nothing but high degree optimism. In my view stock is worth no more than $1.20.