RE:Some interesting commentary in Belleville IntelligencerZep, you need to look closer. The single answer to all of your questions is in the article.
"Graeme McRae, predicts will be the “crowning glory” of his three-decade-old company."
He can do whatever he wants because it's his company. The only thing I hope is if the company does go down, (clearly stated in the article as a genuine risk) every cent that Graeme McRae has goes down with it.