I may be terribly wrong, but I feel that your all business model is to FEAR in all potential (loving mothers) that all competitors diapers are TOXIC and only yours are truly "untoxic". Which is total BS without proof links from academia.
I'm sorry, that you had to start your business from fear-based perspective ...
Am I wrong about this?
For internet-business guy - start from fear too - 'fear in' your potential buyers that your computer may be at risk ... oops ...wait.... someone already did it ... competitors .. damn it
So my thesis - you can't start a new successful business without some misinformation/lying - which is not a way for self-development.
I wonder, Steve, where did you tell not the whole truth in the process of setting up business?
C'mon, we are you, we won't judge it, since it was all for the benefit of the same one dream entity - I