Sam Leccia's Debut on hold

[shilala]

Yeah, I'm just gonna go ahead and keep not buying any Sam cigars. That's been working out great and no one seemed to notice. I think I'll keep buying myself some Oliva's from time to time, just like before, even.

I just read this whole thing, and it simply doesn't add up. For Sam to move ahead knowing there was a five year noncompete would be borderline retarded behavior.
The only thing I can come up with is that his stance is that he's in a completely different capacity in this new venture. That could be a decent argument, but he's clearly the pitch-man, which was his capacity at Oliva. Whether he's pitching at his own company or anyone else's, it's still the same thing. I suppose he can argue that it's only a small percentage of what he's doing and it comes with the entirely new job he's created?
I wasted way too many words on this. I feel dirty.