The CEO starts buybacks to maintain the integrity of the stock price, buying back shares of their stock to boost prices upward. This inspires more uninformed or new investors to flock to buying the Funny Elf T-Shirt. But even investors in a stock have a Market Saturation point too. There are only so many individuals who will buy a stock. Then that run speculatively is over.
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The company must reset, start developing the next great new product and that takes time. Sometimes, as in the case of MSFT it took 13 years so the investors of 2000 were UNDERWATER or in a losing position with MSFT until recently. This is NOT the way anyone should Funny Elf T-Shirt . A gigantic part of being an exceptional investor who has very high ROI is to understand the Product Cycle and the Stock Cycle. This is something nobody ever talks about to investors. Because those talking to investors are sales people selling a product. All products have a Product Cycle even stock instruments, and stock derivatives.