I have a friend who is a day trader and he was telling me about buying Costco for their $7 one time dividend, plus the .45. I said why should I buy their stock, when the share price is going to drop $10 the day after. Sure enough, it dropped $10-11 dollars the day after. He bought shares on the run up and sold them for gain before Friday.
Maybe a simple solution to offset some of your losses is to just start charging more for your equipment and services on the front end. It's nice that they are saving their clients money, but it shouldn't be at the constant expense of PLUGs' shareholders!
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