IMHO the first pump by Swalert was done because, as you pointed out, the shares it received as payment for last year's pump are now salable and they read the "scheduled within 3 weeks" PR as a sign of a near sure big news event. But it did not occur as expected and the SP did not increase at all on Monday. So the following pumps are, IMHO a desperation attempt to both save face from the first one failing to get anything and to get the SP up to sell their shares.
It appears to be working to some degree but IMHO it won't last long before people start to wake up and realize that not only has nothing new happened, but something widely expected to happen has failed to occur "as scheduled" (which is a lot worse that something "planned" being a little late).
SP increases (i.e.: anything over 7 at this point) based on nothing but pumping are highly unstable and prone to collapse absent NEW events to provide them support.