Because pharmaceutical/clinical nutritional sales have very little at all to do with websites!

In our tech focused, Business to consumer / mass business market, it is easy to forget about hands-on sales.

These products, remember, have lots of legislation around them, very strict instructions on when they are appropriate to be used, training is required in order to really use many of them properly, and so on. That tends to be the first indicator of the need for sales reps.

Equally, and perhaps more importantly, remember that direct to consumers is a market for these products only because of clinical teams recommending them. Their typical sales targets are huge, and are acquired in big bulk contracts with entire hospitals, if not healthcare regional bodies. Contracts on that scale are, again, typically done via sales teams who work closely with a client, build a relationship, and help the client get the most out of their sales. This model also exists in the tech industry, and indeed is how most Big Enterprise IT works.

I'm sure they could get more direct to consumer sales if they improved their website, yes. But even ignoring any legislative issues with directly aiding that market, why focus on growing the 5% of your market (being generous!), when that 95% of hands-on sales is really what you should be investing in?

Because a million bucks in nerdy preorders without any marketing to speak of suggests that there's a large underserved market.