Cut losses/lost opportunity; understanding a lawsuit was the only real chance to recover damages.
The most effective traps are set by those company officials that can play it absolutely straight with common shareholders to the bitter end, until it really matters. And well played it was, excepting their fumble with sloppy excuses and delays; canceling the study. Never did make sense and now we know why...
The old saying, about your best friends giving you the worst screwing comes to mind. More support for the argument that anyone who believes in company hype or that markets are open, honest and fair... would seem to be delusional.
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