How can you tell it's being diluted by the company

How can you tell it's being diluted by the company? Could it be a group of people trying to bring the price down before the stock's next run by selling their shares to trigger massive stock loss orders and cause panic selling so they can load more shares at cheaper prices? if the company wants to sell shares, why didn't it sell at the peak instead of at a time the price has already drifted down? Plus they have more news ahead, why don't they wait to sell at much higher prices?