That's strange. All that product had to do is not suck and they should have been able to get like a whole foods to carry it. I know of much smaller "all natural" product makers that have gone farther with less exposure.
Lots of things can go into the making or breaking of a business, and as noted, using a name that is possibly too clever for it's own good is just one of them. There may have been supplier issues, distribution issues, etc. Don't know if we'll ever know what the specifics were here - but I bet they wish they had a few of those $500 prizes back that ended up with High Pitch Eric or Bobo. :-/