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How do I view Wilson hocking a product created by a company that he's a key investor in? Pretty much exactly how I view Favre hocking copper-infused clothing and how I view the Gatorade that Wilson was promoting in the first paragraph of the piece. If people want to buy a product based on celebrity endorsement then more power to 'em. Just realize that the celebrity is in it for the $$$ and absent that money, we don't know what said celebrity would say about the product.