I'm curious as to why this was released so early in the month...

I'm curious as to why this was released so early in the month compared to every single other time they've done it, and who on earth is buying so many shares. Management had to know this announcement would tank the SP further, so are they creating a buying opportunity for their friends before some kind of positive news that would land between now and the end of the month? I have very little faith this is the case, and we all know where reading between the lines has gotten us so far but I did expect the SP to be significantly lower than it currently is.