Looks like lack of buyers to me. It's tough for new or potential investors who haven't done any DD on the intellectual property and the biotech side of XXII to gauge this investment with it being so early in the commercialization stage of development. Many are looking at fins only (Q1), not realizing that is the first time they really recorded revenue from a commercial product, and either shorting it or hesitating to buy it.
It is clear from past PRs that Henry's product development of Red Sun is following the exact same marketing plan that he utilized growing American Spirit into what ultimately became a $1B brand, all the way down to the brand ambassadors and even the wholesalers involved (Rich & Rhine). I would have dumped this play long ago if someone else was in charge but the guy's done this before. Marketing is all about building relationships. He knows all the right people in tobacco.
Magic has launched in two countries and hundreds of stores. We should start to see some traction there by Q3. IMO, Magic will be bigger than Red LT because they have a better marketing spin in Europe with the zero-nicotine claim (where nic amounts are posted), and ultimately in the US if the FDA allows them to claim it thru a successful funding and completion of MRTP proposal (which is why they raised that $6M).
But these things take time. Tobacco is a highly regulated industry, governments are inefficient, and sometimes processes slog. It makes us nervous and impatient when we don't hear news, but I don't think these folks are just sitting on their hands. They have way more shares than you and me, and I'm sure they don't like the fact that their Company lost $5M in market cap today, is worth half of what it was 3 months ago and 80% less than it was a year ago.
IMO Q2 revenue is what many are waiting for. I'm looking for a modest ramp up in sales. That signals a turnaround story of a beaten-down hated stock. Market loves a turnaround story.
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