You don't know a damn thing, with all due respect. I don't think there is any dumping either, a lot of the trades are most likely buyers who are disappointed with management lack of timely info and are getting out. Why would Big Apple sell at these prices?
It's one way or the other, it can't be both. It's either Big Apple thinks it's all talk, therefore they dump their shares or they would wait for the news to cash in on the run. IMHO
News 
Market Data 
Discover 
