frankie:
he has been selling all month
Exactly! If he had wanted to exploit the news, he would have waited, and sold after all the news came out. As it was, he sold before the good news, which doesn't make any sense if he wanted to take advantage of his position. The S-8 only came out yesterday. If he had not been selling for an extended period beforehand, the price would have been higher than it was before today, based on the NFL news you reported "last week", as well as the coming launch of the Olympic ad. Your argument just doesn't make any sense. It might if he sold before the S-8 were filed, knowing the price would go down because of it, but to sell BEFORE the price goes up on good news is counterproductive.