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I think ESH is trying their best to avoid being a pump stock, as they want to steer clear of being a dump stock at the same time.
No one knows if this transaction is a significant change except Mogul. My guess is, it's not significant in terms of cash, but it will have down stream effects such as membership increasing, repeat tournaments and exposure to other companies that will look to do this in the future.
If you think this is the same, then get your wallet out and buy up while they are still setting this unannounced baseline.