Great post and well written. The questions I'm left with are of time and patience. While I think you are right that the company can affect their pps, they have to be careful on how they approach it. For instance you can't release a fluff PR saying you are 'planning' to make an action. The next news we hear has to be about action taken. How patient will investors be through the downward trend? Will ecig avoid the dreaded grey market suspension that has stifled many promising companies in the past? For right now the time is right for shorters, but this could change.