Actually serfdom. analysts might set a target but only the investing public sets a price (except in the case of an IPO and then there is a broker dealer who has agreed in writing to purchase (sell) every single share of stock in the offering).
The entire reset idea is totally and completely bogus. There are some pretty bright people inhabiting Wall Street.. some, I dare say, more savvy, experienced and creative than Rufus and if there was a way to simply halt a stock and reset it to a price the company wanted.. it would be common place. I know of companies trading at barely book value and even less. If you could reset based upon Rufus' cockeyed idea.. they would do it every time the stock fell below 2 X Book.
The only thing crazier than the notion of a price reset here.. it that there are actually people (I almost put "rational" here but changed my mind)who believe this crap hook line and sinker.. just goes to prove.. P.T. Barnum was right.