Selling on market from 3 Directors would not look good to the market. I expect the share price would have seriously crashed. Bringing in a well connected/end user onto the share registry ensures market penetration for the product, project expansion down the track and long-term relationships (and contracts). That is a positive thing. Only the Board know the terms and conditions of the arrangement.
Stick to being a tradesman.
VRX management structure, page-19
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