IMO Brytex, the old saying "Buy the rumour, Sell the news" is very much in affect here. The "rumour" is the rollout as it has not yet happened. The "News" would be the completion of the rumour(rollout). The reason for this is once the "news" is out, the stock price already reflects the increase through the speculative investors that bought the "Rumour".
However, in this case, when the rollout is completed, speculative investors may continue to buy on the huge increase in subscriptions that is expected to continue due to the 600 Circuit City stores that are actively promoting GZFX.
All IMO of course, just a point of view