The 2.7 million shares you are referring to are shares currently owned by these certain shareholders, not the company. The shares, in most cases, were acquired over 12 years ago by founding shareholders.
The secondary allows the efficient sale of the shares versus selling them on the open market. The sale also significantly improves the company's float, liquidity and institutional ownership.
There are currently no institutional owners and for a $100 million market cap company that has been around forever......there never will be any institutional owners. How many analysits are covering this stock? ZERO.
They will sell out the insider's shares to small retail customers that don't understand what they are buying.