"I am well aware that traders like to take profits on Fridays, best time to buy imo."
On DKAM, smart traders take profits whenever they're offered, since that's not very often. Most of the ATM players have probably done so already on this mini-run.
If today turns out to be a down day, which is likely as there's a long weekend coming up, it will be because new investors are selling to avoid potentially larger losses, IMHO.
But if you're able to average down today, best of luck with that.