Three things come to mind as for reasons for the drop. The first is the obvious shorting that's taking place. The second is the run-up was partly motivated by an expected FINRA ticker change. That failed again. And third, I think there was an expectation for a much larger grand opening of the online store. It's understandable that they are being cautious with their opening to weed out any problems before going full throttle. Still I think there was an expectation of more.
News 
Market Data 
Discover 
