You haven't lost a damn thing until you sell. I know I hate the cliches too and it doesn't get rid of that sick felling. lol Seriously though 4k is just starting we have to give it a time to go mainstream and Ultraflix a chance to succeed. The run up was manipulated as was the run down. Revenues have not even begun to flow. This is what ultimately matters. Nothing has changed since management laid out their 4k ott streaming vision in 2013 except Ultraflix has grown and the 4k market is absolutely here and growing exponentially. If you are not comfortable averaging down which is understandable I suggest not watching the ticker everday. The pps Is really irrelevant right now. See where we are in June, things are going to pick up in a hurry and the ridiculously low market cap will correct accordingly. Remember you are investing in a company and the company has put itself in a position for tremendous growth.