You do derive the price if the competitive landscape is strong. As simple as that. Also, they did not stop selling shares because of the price, they stopped as they became insiders due to the ongoing strategic review process.
My point about calling the shots by Platinum is that they would be more involved in the sale negotiations of the Company rather than the Management. I'm sure they would be much more accomplished at it.
I suspect Platinum quit selling their shares at the point when a prospective buyer began talking to them.