Ann: Quarterly Reports - September 2017, page-30

The most important question to ask right now is how much of the report shows unexpected results. This will tell you how much the price will move as a result of the report. Ultimately, good results were always on the cards, and the market has been largely aware, and largely bullish over the last two to three weeks in response. Personally, I feel that the majority of these results are priced into current share price and we will see a moderate response. As a holder, I of course hope I am wrong and instead we see significant gains off the back of this, but the market largely follows the "buy the rumour, sell the news" strategy. And the rumour has well and truly been bought recently.