Friedland was a rat in this way, he was working to pump up the share price while selling himself. He's rather like the fund manager who's involvement was hyped to build a real estate fund while he was shorting it.

I'm not saying he doesn't know what he's talking about on cannabis, but he used that knowledge to prematurely build the price, rather than waiting for events to bring up the stock. He knew the price wasn't yet justified and baled out illegally rather than watching it adjust to where it belonged, then rising slowly from there.

Gary