Ann: Update - Notification of buy-back - SWF, page-5

If it's undervalued, and cashflow positive, then a buy-back can be a guaranteed benefit for continuing holders.

Unlike the other options from using the cash - marketing, products, dividends, staff, acquisitions. Those can waste cash, as was seen with the inefficient advertising and over-staffing, or they can deliver a lower return than a buy-back. Especially at a time of lowered market interest.