It could be that they are splitting quicker to keep the momentum going. Then the next leg up will be another new product, an acquisition, a buy back etc. By timing these events properly, it keeps the momentum going and the share price moving in the right direction.
Investors have the mindset - what have you done for me lately. By constantly pushing this higher, it creates more FOMO and continues the upward trajectory. Se.may pre-allocated funds from other stocks and place that money here, due to the continued climb.
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