If you look at the photos of the opening evening of AU8, the...

If you look at the photos of the opening evening of AU8, the people who attended / foundation shareholders are extremely well to do Chinese people. The directors, including the husband and wife experienced diagou directors, would never rip off fellow Chinese people particularly the extremely wealthy ones.
They would rather loose money themselves that loose face inthe Chinese community.

IMO They have genuine intensions of making this a big company. Sales each month will grow - possibly exponentially.