Markets often discount expected events, but respond vigorously to unexpected events like a product out of the blue taking the market by storm (hint: Dharmanol in the case of SKTO). If PJ website doesn't operationally launch on or before Jan 31, 2014, who would be surprised? Not too many by now expect strict adherence to announced timetables. On the other hand, if it does launch on or before Jan 31, 2014, as promised, that would probably be the unexpected event. lol