Someone posted on the AXPW concentrator board (where I posted ZBB's development):
If you look at the ZBB prospectus they give a good illustration of JP's whiskey analogy:
"Our net tangible book value as of September 30, 2011 was $1,702,891 or $0.05 per share of common stock. Net tangible book value per share represents total tangible assets less total liabilities, divided by the number of shares of common stock outstanding. On a pro forma basis following the issuance and sale of 1,425,000 shares in this offering at the offering price of $0.7101 per share, our net tangible book value as of September 30, 2011 would have been $2,603,833, or $0.08 per share. This represents an immediate increase in net tangible book value of $0.03 per share to existing stockholders and an immediate dilution in net tangible book value of $0.63 per share to purchasers of common stock in this offering"
(the whiskey reference has to do with JP's analogy w.r.t dilution)