there are three factors for investors to weigh here in my opinion.
1. What % of Exph is Etc worth? (x)
2. How much does the fact that these wont be free trading affect their worth? (y)
3. How many shares will there be in the new company? (z)
So to determine what effect this will have you use
Value= EXPH PPS*(1-x)+[(EXPH PPS)*x(1-y)*(100,000,000/z)]
So if an investor thinks Etc is worth 25% of EXPH and thinks the lack of liquidity has a negative 20% effect and thinks there will be 200,000,000 shares of Etc spinoff
you get (.0085)*.75 + [.25*(.0085)*(1-.2)*(100,000,000/200,000,000)] which means the new EXPH value is .006375 and the new value of Etc would be .00085 which would make the value of EXPH immediately before the record date .007225 and .006375 after.
Obviously any investor that values it this way should buy if the price is below that. People can change the values however they see fit, but the formula should be sound. Also I used .0085 because that was the PPS before the news. If people think that was high or low they can also adjust accordingly.