I don't think many have experienced a stall in a turbulent cell before. Recognizing that the aircraft had indeed stalled might have been very difficult at night (as Blind Pew referred to earlier) and with all the alarms going off. (And agreed, the stall warning should have been a primary indication but that was preceeded by other alarms.) Once established in the stalled state, the aircraft still had roll control and may have been fairly stable in that state with no further stall breaks, causing confusion as to the correct action to perform. Nowhere in that report do I see any overspeed reference so why forward stick was not applied is very odd unless the effects of vertigo were so convincing. THS up trim to 13 degrees up (whether done by the system or manually) definitely needs to be analyzed and understood.