One has to apply the theory into the reality of the situation. You're right on how it should be, but consider the situation of the guy: it was a single guy with

One has to apply the theory into the reality of the situation. You're right on how it should be, but consider the situation of the guy: it was a single guy with a single product and about $15.000 in cash. He is constrained by many factors and it is my belief that the route he went was in general reasonable. He just executed poorly.