I don't think they are "idiots." Not with that much money on the table. I think it was a quick move that profited very few very quickly. There should have been an announcement instead of "implementing by January 1st." Just my opinion though...
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I agree that there should have been an announcement and some people may have did insider trading to profit from it, but the size of the pump just isn't worth it for a company valued at $1.6b (and now likely even higher given the explosive growth in the number of accounts since that last valuation).