Ann: Information For Retail Shareholders, page-132

@Phaedrus, (For some reason my replies to your post kept getting truncated, so I'm retrying)

Giving your money to the company by susbscribing for new shares at a price of x instead of buying on-market at a price of less than x is not only illogical from a personal finance point of view, but it is even flawed from a "I wanna help the company" standpoint.

What the company needs as is the funds its management has identified and so the best way shareholders can help the company is to be supporting the share price now to a point to induce capital into the retail offering.

Because if that funding leg falls over, then before long the company will face renewed questions from the market about its capital position (with the attendant short-selling again, no doubt).

So, by shareholders not collectively buying on market now means that they are - unwittingly - actually doing their own company a disservice.