Why not do it after hours on a Friday giving the shareholders time to digest what just happened over the weekend. Why not explain in the PR why they felt it was needed and what will be accomplished by doing it. Also they need to better explain why certain shareholders selling shares was tied in with the company offering especially since the company gets no benefit. It looks kind of sleezy to me and they don't need that. The whole thing just didn't seem professionally done. I like transparency and that was certainly missing here.
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