Southridge is in a lot of deals where Asher is also in big - and they all end the same - badly with shareholders and PPS diluted to dust.
It would appear that Southridge and Asher have some sort of tacit agreement so they coordinate the selling campaigns and don't both rush for the fire exit at the same time. It's more of a leisurely joint walk-down until they've both sold out and the stock has been squeezed dry.