Hyperbole and rhetoric my ass!
In a nutshell, I don't see why I should invest in a perfume house that is, essentially, selling draft versions of fragrances that haven't been fully realised. Finalising a composition and then later reformulating it is one thing, reformulating (or tweaking) each batch just because Josh simply feels the desire to do so doesn't generate much consumer confidence from where I'm standing.
While I admire his transparency, I don't agree with such a practice. With this kind of attitude, he'd probably be considered a hack elsewhere.