It's not particularly surprising that these ads didn't do as well when you consider they are talking to a pretty specific audience.

Depending on the type, up to 50 percent of algae is oil.

It's not a very big part of the population. And we're targeting a fraction of that 6%. That narrows your appeal in some way.

It's not about being funny. It's about being candid and real. This is a marked shift in our approach to be significantly more reflective of investors and their wants and needs.

It never occurred to me that this was a trick. In this industry, you take somebody at their word.

This is literally a no-sweat workout. You do each exercise intensively, but for only about four minutes, and just as you are about to break a sweat, you're done with that machine and ready to move on to the next.