Selling direct means they are most probably getting the same price as they would from a re seller.
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I ordered some more blackcurrant capsules today to help you good folks out even if the email they sent me with the title "FREE AiOra!" was disingenuous.
For a brief moment there I thought they were giving it away for free lol.
Like Percy said, they'll likely be getting similar to their wholesale price. When you actually look at it, there isn't alot of product in it.
Eg Bone & Joint - 60 capsules x 750mg per capsule = 45g of ingredient.
Potential to capture some good value, but in the meantime seems likely they are looking to build some sales momentum.