If you prefer, the investigation follows a much more staid article[1] from early August that reveals the company hired a network of contractors to secretly buy back their own product from stores.

[1]: http://www.bloomberg.com/news/articles/2016-08-04/food-start...

tl;dr - That sounds of dubious legality, or at least ethics.

> "Expense reports reviewed by Bloomberg show contractors bought back jars of Just Mayo from Safeway stores. Former workers say Hampton Creek also purchased its own products at Kroger, Costco, Walmart, Target, and Whole Foods locations across the country."

> “We need you in Safeway buying Just Mayo and our new flavored mayos,” Caroline Love, Hampton Creek’s then director of corporate partnership, ... "...This will ensure we stay on the shelf to put an end to Hellmann’s factory-farmed egg mayo, and spread the word to customers that Just Mayo is their new preferred brand. :)"

> There are legitimate conversations to be had about how Hampton Creek runs its business, but this piece doesn't sit well with me.

What part of the piece is not legitimate?

I assume he thinks it's mean to point out when someone does something wrong.

He's committing fraud. He should be taken down. That being said, it seems like Partovi told everyone he could about the janky finances but everyone ignored him. Caveat emptor.

Wow. Unfuckingbelievable. The reporters were able to get real hard numbers (including receipts) showing the level of alleged deception, nevermind their previous indepth reporting on Hampton's buybacks, and the presence of a few goofy GIFs that are the signature of Bloomberg's online work is enough to discomfit you?