Why... timing.Silly... not really. But the question is premised...

Why... timing.
Silly... not really. But the question is premised on them not making a significant profit by selling shares en masse. And it raises the question of how small you need to chunk your sell orders to unload upwards of 430m (or, conservatively, 100m) shares without it being considered en masse.
Protect the price... not beyond the point it benefits them, which I think we will likely count in weeks or months (if we're lucky). It is much harder to unload 100m+ shares on the market than 100k+ without putting downward pressure on a SP.

You're absolutely right... it makes no real difference. I expect the LFS SP will fall in the not too distant future, especially given the current state of the BNPL sector.

Don't talk yourself down... The holders may be bigger, but they are not smarter than you.