If Lexaria was a threat to Juul then another tobacco company would have offered Lexaria a better deal than Altria.
The price per share has come down because it sky-rocketted up with all the cannabis companies to unsustainable levels and then fell back to more reasonable levels.
Bunka and his co-workers will suffer the biggest losses if they can't manage the company into a better situation. With Bunka owning 15m shares, he is being diluted more than anyone when he makes poor decisions. Bunka and his group want the company to continue on to greatness. It's not in his best interests to fail.
The company has faced a great deal of bad luck with over-zealous cannabis analysts, U.S. CBD regulations etc. Now they have COVID-19 slowing down the world economy. It's been a hard go of it and I doubt a different CEO would have made much different decisions with the information that was available at the time.
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