It concerns me a little bit that they're losing money on each order - that's fine if they plan to have the same discounts at scale, and are just testing, but if they are just using low prices to get people to join, it seems troubling.
The business model sounds deeply flawed. The fact that they've been burning cash like crazy (like building a fancy HQ before even getting any revenue) isn't a great sign. I wish them luck but things are going to get real ugly real quick if they don't figure this thing out fast.
