Not really. Just stating the obvious. If people are relying on...

Not really. Just stating the obvious. If people are relying on the ‘record’ of a board member for share price appreciation, they need to have an understanding of his overall track record and realise it has as good a chance going the other way. They have already got their strategy wrong here (which they have admitted) from the lack of understanding their target market (schoolboy error), so doesn’t fill you with much confidence.

My view? They will end up backing another business into this which is completely unrelated (probably the next ‘hot’ thing) and try a different direction once they realise they don’t have a competitively sustainable business.

But knock yourself out. Hopefully you make some money out of it.