There are quite a few large players in the market and many middle men between the producer and consumer. The secondary market is very inefficient - the default

There are quite a few large players in the market and many middle men between the producer and consumer. The secondary market is very inefficient - the default is to sell to a traditional merchant who will take 10-25% of the price. Auction houses take around 25% and prefer volume to single cases. This gives us several angles to attack. Market size was a concern when talking to investors - and we took money from people who would be happy with that kind of scale.