I've been watching ATA for a while. I can't remember how I came...

I've been watching ATA for a while. I can't remember how I came across them, but I liked their reports (cashflow, customer base, projections etc), the directors are invested, the SP chart looked good. Seemed like a young, hungry company on the up. The thing that held me back was my lack of proper understanding about what they actually DO. I'm not IT savvy, so assessing the competition, researching threats to their business model was hard for me. I'm thinking of making an entry now they've dropped back a bit, but I'm still hesitant. What's the WB quote? Never invest in a business you don't understand?