My thoughts EXACTLY, they started it way, way too high.
When you start them too high, and you have to keep going down, to try and find buyers, a)you make the chart look like crap for chartist, B)you screw over all the people who bought initially higher and C) you scare off all the potential new investors, who are looking at your company and the price history, and see the pps keep going down.
It's just bad all the way around.