He doesn't have to, he owns the Co. Look at the titles of who runs Co. (him and his wife) He uses Co. for his own pleasure. I.E. Meet and greet with Snoop and any other half celebs he admires. I.E. Music festival coming up. You're just someone who owns stock and made his dream of having a NASDQ and now NYSE stock come true. REED is hardly ever mentioned in beverage publications. No promotion. No P.R. Well, that's my opinion sitting in the Midwest watching REED go down or up .01 when the dow is up 100+ points the past 6 out of 10 days.