Nobody wants an RS. RS only happens when they NEED it to happen. Although mathematically there should be no difference, the psychology of the market is brutal. Splits are enacted because of the psychological sweet spot that certain stocks like to trade around. For example, two companies, same market cap, doing exactly the same amount of business. One company trades for 5$, the other trades for 500$. For one thing, if I've only got 400$ to trade, I can't even buy the one company 1 share is 500$. Meanwhile, I could get 80 shares of the other.
Some people thought Apple was overpriced at 700$ a share, they did a forward split of 7:1 and now the price is back to 100$. People not understanding the market cap think the company is cheap again. Although the market cap is the same- when a Forward split happens, stocks tend to gain because the stock did so well they needed to reduce the price a lot...and they expect the price to climb further, because if it's a temporary high, the split would not be necessary. Not the worst thing a company could do...a forward split.
With a reverse, the same thing is true- the math is all the same, but when an RS is needed to "bring the price up", it usually means the company is hurting. So when RS happens, or is even announced, every leaves the stock- thinks it's headed south further- and the RS brings the price back up. Most times the RS is done simply for technical reasons, to maintain a minimum price requirement to remain on their exchange. In this case we did an RS a while back to raise the price to the dollar level required to be listed in the first place. Not terrible, but the stock did take a hit. Another RS right now just wouldn't happen unless we slipped under 1$, which again - not gonna happen... anyone who argues it will is just looking for a cheaper entry.
