I agree that some (most) have held a bag for a long time.... If anyone insist in doing so... I would suggest selling no more than half your position when the share price hit twice your average and letting the rest ride into retirement....that way you get 100% of your money and still got plenty of shares for your old age. It is not often that a company is as underevaluated as RMHB is compared to her soon to be revenue.