Could be because this announcement wasn't marked as price...

Could be because this announcement wasn't marked as price sensitive information. EQR is definitely not your standard junior minor hitting the button each announcement to try and build hype. On one hand I appreciate it but part of me wonders what the share price would look like if they did switch strategies.
At least those that have invested know what's here and have done their DD, not just traders piling in for a quick buck and then out again. Guess we need to be patient and let the good word that is EQR spread more organically...