Exxe Group Inc (AXXA)

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Does anyone want to explain a bad habit longs have. That shorts
Take advantage of? A bad habit that helps shorts drive the PPS of a stock down. AXXA in this case.
.
What counter technique can longs use to overcome this bad habit?
To increase the PPS of a stock (AXXA) in this case.
.
Hint:
It's been explained before. Longs just seem to ignore the problem/process.
.