It's bad news in their opinion because there wasn't anything the bashers could criticize. 
"Oh how terrible ! ! ! ! The CEO is expressing confidence in the stock by increasing his position ! ! ! Awful awful awful that the company is expanding into Europe ! ! ! THE HORROR ! ! ! ! "
"Oh how terrible ! ! ! ! The CEO is expressing confidence in the stock by increasing his position ! ! ! Awful awful awful that the company is expanding into Europe ! ! ! THE HORROR ! ! ! ! "
3