Lot's of groups were playing DEWM back in Dec. after the PR about the 23 Walmarts came out.
That's how I found out about it as well, the trading group I was in picked it as a long-term play, and after taking a good look at it, other than the toxic debt. it looked good. Toxic debt killed it in 2013 though. Best thing Marco ever did was get rid of the Toxic convertible debt.