Correction - PUMA is a market maker. They trade on behalf of their investors. The company cuts deals behind closed doors with them for real cheap shares which PUMA handles for a commission. Just imagine what the CEO must be giving these shares for. Of course he won't tell anyone outside of that tight circle.
Ask yourself, you think these investors are in the business of losing money by selling this low or is the CEO lending them a hand so he can pay his salary+kick backs