I noticed Lake is sponsoring a number of the world stops (e.g. NYC, Toronto, maybe more I didn't check) on the Benchmark World Tour:
http://benchmarkminerals.com/events/world-tour-2018/new-york/
I guess it might help get the word out, but at the same time they are by far the smallest, least capitalised firm on that list... I wonder how much sponsorship costs.
Though maybe it's also a small seal of approval, I doubt Benchmark would let a take money from a total con-job.
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