Easy math. Let's say that I ever bought 10 shares of ZCBD at $3,000 (total $30,000 cost) long time ago. Now I should add at least 8,000 shares at $1.59 (most recent high) ~ $0.99 (current ask), i.e. my 8,000 New shares will be at around $1.19 a share average price (total $9,520 cost). In this way my New cost base will be Dramatically reduced to $4.9338 (which is still Lower than its recent high $5) from original eye-popping high $3,000 by just investing $9,520 more cash here! Therefore I can liquidate all my 8,010 shares (total $39,520 cost) at $4.9338 to make even, instead of losing almost $30,000 by doing Nothing!
If one is willing to invest more cash to buy New shares now then he/she can reduce the cost base from $4.9338 to Much Much Lower price level...