I think they will want the price high as possible before a r/s. The only reason do one is to move to a higher exchange. Its also likely that they have some type of financing in place that is non dilutive. Otherwise, it will be shorted back down to current levels. RS do not work for the majority of companies.
I find it strange that the men's health promo still hasn't started when they said it would begin 2nd week of December. I know its out of their hands, but I think an update is in order.