not all ticker marketing programs are for pump and dump. Sometime they are just to bring awareness to the company especially on such big news like today. ETST has a website which I'm sure today's marketing program help deliver people to their site and brought them sales.
If you looked at level 2 today and all the orders you can easily see how most of the volume today where small orders between 50 to 400 shares which is usually market makers playing the stock shorting it.
Their were only a total of roughly 23k shares that were between 800 to 3000 shares being sold which can easily be traders that bought in lower.
So I strongly disagree with your accusation.
Think I'm wrong?
Again look at the orders today and if you were watching level 2 today, its more then clear that the shorts were having a ball today
News 
Market Data 
Discover 
