Pros
The concept of electronic shelf labels for retail is good. And Altierre has done a reasonably good job in the design of the label itself. With a little more focus on QA and design, the product could be what it's advertised to be.
Cons
As others have mentioned, the CEO is a notorious micro-manager. Of course, it is the perogative of the CEO to act in that manner if that's what he feels is necessary. But the proof is in the pudding in this case. The company is not doing well. Altierre really only has one customer left, despite years and years of "talking" to larger retailers like G*p, W*****t, and S*****y. So now the company is bleeding cash and has difficulty paying its bills. It's pretty clear now that these large retailers won't trust Altierre with such a large investment since it's financially weak. It may be time to sell out to a larger company that actually knows what it's doing.