Tug, more accurately Dr G is not your traditional CEO. Over the years David has been offered partnerships, venture capital, asked to sell product to Walmart, Autozone, etc and has always walked away. I've worked with many business owners over the years, he has a unique mentality - he's not "all about the benjamins". I've never known him to cheat a vendor, stretch accounts payable, or be unethical in any way. As has been pointed out, he could make more money/increase sales if he increased marketing (including hyping products), added unneeded line proliferation just to expand sales, relabeled products, or reduced quality. Optimum has relabeled products, but when asked to reduce quality to increase profitability, he refused (I was in that conversation). We could increase sales if Optimum opened up sales of Pro products to the public, but David feels so much loyalty to you guys, he won't do it. He takes his time bringing new products to market (to my frustration sometimes), because he continues to test and have others beta test, until he's confident in the quality. David is a very private man and HATES it when people compliment him, but I've known him for 16 years at different degrees of closeness (ironically, I don't work for him and never have) and haven't met a more honest, ethical, or flat out smarter man. Not only is he a chemical genius, but he has a prodigious memory...he certainly remembers every mistake I've made! Dr G IS Optimum-