If they don't sell at .15 then they haven't lost, if they don't sell at $3.00 then they haven't made any money either. They have shares, these shares represent today's value ONLY. Being an insider they might feel like selling at .97 is a loss. They don't care about daily charts like us traders, they're looking for increasing value in the long run or maybe even a buyout. They can trade the shares like we do either. If they sell, they're probably leaving the company.