General form of registration statement for all companies including face-amount certificate companies

Revenue (Q3) (Details)

v3.20.4
Revenue (Q3) (Details)
3 Months Ended 9 Months Ended 12 Months Ended
Sep. 30, 2020
USD ($)
Sep. 30, 2019
USD ($)
Sep. 30, 2020
USD ($)
Channel
Sep. 30, 2019
USD ($)
Dec. 31, 2019
USD ($)
Channel
Dec. 31, 2018
USD ($)
Revenue Concentration [Abstract]            
Number of revenue channels | Channel     2   2  
Revenue $ 11,135,000 $ 3,932,000 $ 33,302,000 $ 11,567,000 $ 15,577,000 $ 14,785,000
Revenues            
Revenue Concentration [Abstract]            
Concentration risk percentage         10.00% 10.00%
Shipping costs            
Revenue Concentration [Abstract]            
Cost of revenue         $ 2,300,000 $ 2,500,000
Revenue         $ 700,000 900,000
Retail-partner based channel            
Revenue Concentration [Abstract]            
Cost of revenue $ 100,000   $ 100,000      
Retail-partner based channel | Revenues            
Revenue Concentration [Abstract]            
Concentration risk percentage 76.00% 9.00% 75.00% 10.00% 11.00%  
Retail-partner based channel | Shipping costs            
Revenue Concentration [Abstract]            
Cost of revenue   $ 0   $ 0    
Direct to consumer channel            
Revenue Concentration [Abstract]            
Revenue $ 100,000 100,000 $ 300,000 300,000   $ 0
Dollar amount of loyalty program awards earned but not redeemed 300,000   300,000   $ 200,000  
Product returns $ 100,000 $ 100,000 $ 400,000 $ 200,000    
Direct to consumer channel | Revenues            
Revenue Concentration [Abstract]            
Concentration risk percentage 24.00% 91.00% 25.00% 90.00% 89.00%  
Direct to consumer channel | Shipping costs            
Revenue Concentration [Abstract]            
Cost of revenue $ 300,000 $ 600,000 $ 1,000,000.0 $ 1,800,000    
Revenue $ 200,000 $ 200,000 $ 400,000 $ 500,000