UBS Sell and $17 target!, page-670

Fraser: Just another thought as I worked in the IT industry for 25 years.
Regarding APTs expenditure compared to last year.
There were many IT companies who failed because the CEO and top management wanted to squeeze as much out of the company stock to benefit their SO's before dumping them, therefore the marketing and support was poor to non-existent. One company I worked for had the world's best software in its verticle, yet if failed due to the huge marketing spend from a competitor.
The spending profile of APT is one of the many things I like about this company. They do not over do it but they are making sure they are heard, many times by their supplier customers. That's smart.
Don't expect you to agree but you have no skin in this game and it's just a pastime for you. Or a bit of pocket money from some low life.