Like you (accidentally) said, by "steeling" them. Copy editor, remember?
The whole idea is absurdly ludicrous, to start with. It's ALL about when the promoters decide to pull the plug and dump. It could happen any day, or any minute. If you don't have free shares running from way back and are just hanging around to see the end of the show, it's way too late to even THINK about getting involved in this travesty.
What a beautiful metaphor for a pump 'n dump, though. In play with real money. Fantastic. Literally.