It looks like a premature release. Number one mistake that CEO's who know nothing about websites or website promotions do is push everybody to release the site so they can feel like they are actually part of it ... then they go golfing and their friends tell them all the errors and things they overlooked, then the CEO goes back and yells at everybody. Been there, done that.
They better put that Black Powder line back on sale because they will lose sales.
Premature release, same old story.
But they can make up for it with extra special super specials. And the CEO will yell about that ...