us as the crazy people, so people didn't know how to take us, and the first tv network, meaning, it was not a great meeting. the second and fourth person in the meeting took off the phone and e-mailed his wife, we knew that we were in trouble. they were not taking us seriously. the presentation did not look good at all. the evidence was not demonstrated correctly to the people. >> they needed a major dose of legitimacy, so ron got pet experts and the humane society on board. and then came 2012, testing their product in a small market to get invaluable data to prove the demand existed, and it did. that move was a game changer. ♪ >> 24 hours after we launched, it was on "good morning america," leno, letterman, fallon, and it's flattering, but that was not the idea. we wanted to save all these people for later on. >> although they were not prepared for the onslaught of stories unleashed by the media,