And I guess a cynical view would be that they are trying to fleece their investors by doing a staged investment, perhaps lending the money to the CFO or issuing him a put right to protect his investment.
Because this is generally the exception rather than the rule in my personal experience, I am going with the theory that there's something more to the NPD numbers (which I have not seen and therefore am not putting credence in) and that the insiders know more than me as to the future of the business.
Time will tell.