Did you miss the last SEC report? They are selling new shares, private offer, at an un-disclosed price to raise $2 million dollars, and already sold $600,000 worth, but did not say what price they sold at? This weeks crash in the stock price means key people know what that price was (is) (like the MM's) and they are now dropping the support price to that level, before retail people get the price news in a later filing. I have seen this cycle here several times now the last 3 years.
The SEC filing was released about week or 2 before the latest news blitz on hiring two more people and the national geographic fluff piece.
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