why would a director sell now???

Just my view.....

Just can't get my thoughts around this.Why would a director sell?
1. The day after a second major announcement.
2. Risk their reputations!
3. Sell half his holdings to greatly reduce his major share holder status.
4. (MW) He is a founder of the company, why sell now with so much more to come?
5. Have they made a decision to benefit share holders as well as them selves?
6. Tax debt reasoning... maybe a justification/excuse without giving away to much as to why?

Has any body thought they might not of had any choice?

Perhaps a bigger player might want major share holder status in a hurry and more control? As I am not a professional, I am just a share holder like anyone else trying to get my head around this with a more positive view I guess.

I have a large holding and will remain so as I still believe in what AVB has to offer. Please don't attack me.
Just trying to use logic, look at it inanother perspective and to get some sleep tonight.

DYOR.