Well said. I had a similar reaction.

 

They don't have anything to "sell" (like a good performing business), but they employ yet another "salespersons" team to try to "sell" it (to investors).  

 

What we need is actual good business news. For example, will they be able to report that the new store(-within-a-headquarters) did a fabulous amount of jewelry sales over the holiday period, and made a profit ?  Or will they report just costs associated with that project, with some words about hope for future profits from a store or stores ?  Actually, they will probably keep that project (its financial aspects) buried inside a category (traditional channels ?) so they don't have to reveal what happened (perhaps almost no traffic or sales at the store ?). 

 

More importantly, did they finally make some progress in the overall business, meaning a significant (order of magnitude) increase in sales ? Or just another "large percentage increase" in still TINY sales numbers ? And hire another agency to find a way to put a spin on that again.   

 

I'd like to think they have something good to report, so they hired new help to message it. But like you said, we have to be prepared for rinse and repeat.