To be fair, they have explained it a few times before so why...

To be fair, they have explained it a few times before so why keep repeating themselves? I'd also say the seasonality is also explained in the release—in the graph included which shows that revenue dropped of on a quarter by quarter basis in Q2 for 2015 and 2014 even though they had far more growth percentage wise in PCP terms.

I would also rather see the company continue to invest to position the company for the longer term, rather than try to make the 2017 Q4 breakeven point at all costs.

Just don't screw retail holders in any cap raising please.