I guess that's where your own personal viewpoint and criteria...

I guess that's where your own personal viewpoint and criteria cut in, that crossroad where your judgement comes into play; do I sell or stay, can I yield a better return somewhere else? it's a defining moment and only you can make the decision.
On a personal note I first invested in AJX because they make green/people friendly chemical solutions that I hope will change the world, eventually. So that adds to my judgement criteria but it's not everyone's obviously. I'm a really strong believer in changing over these nasty people killing chemicals all around us but I don't invest only on that as a hope, the company must have economic merit.