Thank you for rephrasing in much better way what I wanted to say.

Somehow rumore turns to facts and then used against us. Rumors only benefit flippers and traders who already loaded up-keep this in mind. Like you said, even when rumors turn to reality, it has no effect. Every PR was met with a huge sell off so far. If material information are being used as a rumor, I would even worry more.

Surprises are the best for news effect IMO-we need to give the company a chance to surprise the market once.