Management already had a history with Whole Foods and a tremendous track record in the health food industry prior to komo. They are simply executing a well thought out plan.
I notice that you are correct in saying "it has been more sells than buys", at least in regards to me noticing that the share volume for Ask quotes for $KOMOF has exceeded that of Bid quotes for the past few weeks (at least during the times I checked). However, at some point the share volume on bids will exceed that of Asks.