Royalty
Obviously, my arithmetic or rather my reasoning was wrong in my earlier post. That's what happens when you let Robert Mondavi help you compose something.
So, admittedly, a royalty of half a percent right off the top is substantially more valuable than a straight economic interest. I've never delved into royalties or royalty companies so I can't say if this $17.5 million is reasonable or not. But as pointed out by Angelique, Franco does this for a living and they think it's worth more. Fine, okay.
What gets my goat is issuing stock at a meagre $6 to finance this. 5 million new shares on top of the 70 million previously, is 7.14% dilution. That, in my opinion, is TERRIBLE.