Again one has to remember you can't sell nothing. A company can buy back a shares to promote the stock by the displaying of acquired treasury stock but if there is no value to demand a higher price then what they paid well it will fall in value. So what does a CEO do but reverse the stock tightening up supply as well taking on more market collateral from out side sorces at a cost for the collateral as well the debt it supplied the company with.
Now they hope that revenue will be regenerated above the value of the repurchase of shares and that may mean a shelving of previous issued equity above par the stated value of the issue after R&D as well administration expenses and the selling of equity to interested investors on the institutional side of things.
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