I'm not endorsing fraud, but if they spent only $77K (or twice as much) to carve their product some shelf space against Kraft or Conagra with their billion-doll

I'm not endorsing fraud, but if they spent only $77K (or twice as much) to carve their product some shelf space against Kraft or Conagra with their billion-dollar marketing budgets, I would look at their action in a different light. Without knowing the true intent and just based on the limited info presented in the article, IMHO, this is not in the same league as what Theranos was doing.