Had this film been made freely available and viewable online it would probably have generated tens or hundreds of thousands of views, and would have gone a long way to getting the message out and influencing public opinion. With a £17.99 price tag I would be gobsmacked if the DVD sold in double figures. It's akin to asking someone to pay to watching double glazing adverts.
If the link between the IPA exec and the production company is true then there is a massive conflict of interest and a valuable opportunity for the IPA to fulfil its mandate has been hobbled in order to benefit an individual's side project. If I was still a member of the IPA I'd be expecting some answers.