It's part of the game. Some will attempt to convince the unwitting that the stock will remain at the post reverse split of 20 cents (or whatever) and will actually start going up. So the insiders start selling those post split shares (the ones they awarded themselves) to whoever will buy them. Typically they sell slowly at first to project the idea that the price will remain at the higher levels and even go up. Over time, the rate of insider selling increases and begins driving the pps down. Of course, the insiders didn't pay squat for these shares so every share sold is pure profit to them, even if sold at .0002.