How could they have filed for 13D without already

How could they have filed for 13D without already having a plan? They will likely claim that they had to file when they did to make this years annual shareholder meeting deadline, so they just filed something, anything to meet the deadline. So, how is this better than current management? How long had they been planning this? I am sure it was long enough to have created their plan. If they wanted to show us they were better than current management, they would have had a plan from not just day 1, but from day 0. A couple weeks back on Facebook, their leader's son answered someone's question as to why they had not already released the plan, and he said essentially, they only have one opportunity to make a first impression. My thought at the time was too late, you already made your first impression, and it was not a good one.