The company has obtained, and is still getting, a considerable stake of HEAT through the C-CEX refund and since then by support purchases from market. This is good for the valuation and operations as originally there were nil HEAT reserved for company's operations (compare to what % ICOs nowadays reserve for the issuer). Part of these are intended to be used for redistribution along with the share sales.

C-CEX escrow decided to force buyback HEAT ICO tokens sold on their platform. About half of the HEAT, approx. 50 BTC worth, were bought back with our company BTC, resulting in that -50 BTC loss and about 396 000 HEAT for the company. This was a nasty move by the escrow due to pressure from external manipulation but in hindsight probably beneficial to the company value (and consequently to HEAT token value), as indeed no tokens were initially reserved for the company - too generous compared to the norm. After that C-CEX came to their senses and HEAT has been in good standing.So instead of reserving a free stake in the issued token (commonly between 10%-20% in ICOs) these HEAT were fully paid for by the company from the investors who wanted to reverse their decision at that time. Although costly, part of these HEAT are planned to be distributed along with the options / share sale plan still in the making in order to make their stellar value proposition stand out even more.