Ann: Trading Update, page-14

I'm afraid I have overestimated the quality of this company - in terms of their competitive positioning, company strategy and competency of management and have paid the price!

The so called strategy to transition the company may sound astute and persuasive, but the results are telling us a different story. Amalgam sales are declining at an accelerating rate while non-amalgam sales growth is now stalling, to the point where equipment sales and whitening product sales are also falling (despite the release of the whitening product 'Pola Luminate' only 12 months ago). I really wonder just how 'sticky' SDI customers are, and just how much churning is taking place when customers switch out of the amalgam product?

The strategy to invest time and resources into packaging product in Brazil to become more competitive on price is becoming more dubious as that market becomes increasingly competitive.

But more worrying than anything is the behaviour of management, whom my trust in is dwindling by the day. As mentioned, why highlight overhead cost reductions in this announcement - this is ordinary business practice of high quality companies at all times. Does this mean SDI has not been paying attention to their cost structure? And also in today's statement, we are given the following vague comment;
"...  we will continue to deliver shareholder returns over the long term”.  
Exactly what shareholder returns will be delivered to us? High/ low/ declining/ rising?