A "share buy back" from cash flow in a company that is not profitable... is not shareholder friendly. It is theft in the form of another direct transfer mechanism, taking money the business requires to meet its stated objectives, and transferring all of that money away from the company... to management.
In other words, they are telling you they are going to use your money to sell their shares to you at inflated prices... while denying the company the ability to use that money to accomplish what they said it would... thus requiring the company to borrow more money by issuing management another batch of convertibles, thus allowing them to "rinse and repeat".