Out of fairness, their gross margin is 51%, so they're covering their COGS comfortably. They're spending a lot on operating stores and advertising, where the i

Out of fairness, their gross margin is 51%, so they're covering their COGS comfortably. They're spending a lot on operating stores and advertising, where the input-output math is less clear/predictable. You could also believe that those stores stores will scale up in efficiency as people know that they're there and leave their house post-COVID.