ganic coconut oil. >> and beauty products -- >> we have clean beauty. everything doesn't have the things you don't want, no phthalates, not animal tested. personal care, toothpaste, essential oil, mouthwash -- >> how do you keep the price s low? >> it's funny you said we're the ant anti-brand. we're not really, but we're redefining what it means to be a brand based on truth, based o authenticity, and being in direct relationship with the people we serve. that direct relationship is actually how we manufacture. o we create all these extraordinary products for brandless, and we ship them directly to our distribution rs cen then we ship them to you. so all those intermediate steps that you currently have to go through, that you're not even aware of, by the time you pull s aething off of shelf, it's taken a long road from where it was create and the markups and all of that makes the cost so ns much more exe. >> was there a particular moment that sort of drove you to create this brand? you've been in business for a while and done a lot of other things. they'

free, from chips to crackers to cookies, you namt and then in the essentials, so organic spices orego ganic all-purpose flours and baking xes. extra virgin organic olive oil from italy. organic coconut oil. >> and beauty products -- >> we have clean beauty. everything doesn't have the things you don't want, no phthales, not animal tested. personal care, toothpaste, essential oil, mouthwash -- >> how do you keep the price so w? >> it's funny you said we're the antia -brand. we're not really, but we're redefining what it means to be a brand based on truth, based on authenticity, and being in dir t relationship withe people we serve. that direct relationship isho actually we manufacture. so we create all these di extrary products for brandless, and we ship them directly to our distribution centers. we ship them to you. so all those intermediate steps thatou currently have to go through, that you're not even aware of, by the time you pull something off of a shelf, it's taken aong road from where it was created, and the markups and all of that makes the cost so much more expensive. >> was there

i think this is a join ganic equity play on his part. >> the raise the price of the stock equity. >>raise equity, and to bring in enough equity investors to buy out the existing equity that goes up for sale we don't know how much that's going to be. plus raise additional equity because he is burning over $3 billion a year in cash. >> henry, what do you think? why haven't we heard from the fcc, should we expect to hear from them at this point. >> i would expect they have to be looking at it it is startling to see this, especially with the comment at the end of the tweet saying financing secured. this is a public announcement. it immediately had a big impact on the stock price and on cnbc you had the chairman of the scc saying maybe it is okay but maybe it is securities fraud. i assume the scc will look at it startling. very in the world of elon musk but confused when he is focusing on the stock price which is doing very well. >> we all know musk is an unconventional ceo, to say the least. do you think as the ceo of a publicly traded company he has a fiduciary responsibility to be more