Pardon my cynicism, but who released this news item? Dixon & Co? To what end? To depress the share price a bit ? To allow them to churn their shares for a 4% gain in the week to come?
An ordinary shareholder's calculus is pretty simple. Binary, even: Will the stock rise or fall. Dixon et al aren't ordinary by virtue of the size of their holding and their overweight reputation in the market. They might think the stock has no upside, or they think they might do better short term elsewhere with their finite amount of funds, or they are engaging in performance art to engineer a price dip. Next week might be revealing.