IMO the trouble started when they discovered what they thought...

IMO the trouble started when they discovered what they thought were diamonds that weren't really diamonds and they were left with egg on their face. The share price dropped from the 20's back to 16 based on that and has just kept dropping, unable to recover regardless of what announcements they bring out.

Management lost credibility because of it. That was the turning point IMO if you are looking for a reason. I started selling at 23 and kept selling off as it went to 15. I bought back in at 13 thinking it would turn around but got back out at 11.