Sometimes bad. Sometimes temporarily. Sometimes good.
It's never predictable, but as many have stated here, it's usually bad when the company is a scam without any real value or products. ECIG has a substantial product line in a growing industry, in fact I bought another one today. Again, if we could predict it, we'd all be millionaires, but no telling how the market will react.
Even if it goes down, the bet is that it will be temporary and correct itself soon after.
I'm rambling, but to sum up, it's not the RS, it's the company doing the RS.