This is the deciding factor in this. Believe that Oprah had her accountants scrutinize this deal. She can move a stock's value, and she likely received a great deal here as an "investor" and part of the management team. She also has a deal in place to "harvest" earnings in the short term during which her name association will result in a higher stock price with an agreement of a bail out once the plateau occurs and earnings stagnate for a certain period of time. Very shrewd and no due diligence into whether this is a healthy approach was necessary, because for her, it doesn't matter. Feigned ignorance prevails over conscience. She stimulates growth in membership and cash register sales in the short term to enable the shareholders to protect their investments. She'll be the biggest winner.