It's gapping. When TTD$, for example, announced what deals they were involved in (one of their first deal PRs) it did the same kind of thing but for days it went up and up and up. The same people posted what you are saying, it was not exciting, there is no deal, bad PR yet it went up over time.
So what? We got rid of the cowards and now the big boys can accumulate and hold for the next level advances.