I were reading this: http://www.inc.com/kimberly-weisul/how-swell-went-from-two-million-to-fifty-million.html So, as my usual, I did some research to see if it matches up and some other things. I checked similarweb: https://www.similarweb.com/website/swellbottle.com#overview and I see an avg of 300k visits per month. Now, similarweb is not 100% accurate as we all know, but it gets quite near. So, let's say in the best case they have 400k visits a month avg. Now, they also sell outside of their store, in physical ones, but not so much, they just started out doing that, so I'd account max 5M in sales from physical stores. And that's being generous. With that said, what seems strange to my research is, That would mean a 8000$ CPM. Or, 30% conversion rate. I find it impossible to be. Options are two: -Similarweb is out of range (hardly as per my sites is quite accurate) -a lie (what's the point?) -lot of bulk orders, they sold good chunks in advance to other stores and businesses. What do you think?