a good pr came out last week, right at the height of the momentum, and it didn't take off until 3 days later. PR's aren't what moves this stock, they never have been.
A feature that they could add to the website is a "chat-shack" or Q&A on a weekly basis. Contrary to popular belief, cell phones do work in SL and Dougy has one. This could keep investors informed on the day to day activities. Surprised John hasn't done this already, but its never too late.