For much of time the price might be rattling along close to the next sell price (upward price movement), so generally a decline from close to $37.50 (next sell price) down to $25 (next buy price) is around a 33% decline
i.e. most AIM'ers like a initial "third off" sale price, not a lousy 5 cents off a $30 shirt.
After that discount AIM will however buy even more stock after relatively small subsequent discounts (average in more relatively quickly if the price continues on further down).
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